THE «GREEN» DNA OF BUSINESS: THE ROLE OF CORPORATE CULTURE IN IMPLEMENTING SOCIAL PROJECTS AND ACHIEVING SUSTAINABLE DEVELOPMENT GOALS

Abstract

In today’s globalised and unstable business environment, the task of implementing the Sustainable Development Goals in the strategic and operational activities of enterprises is of crucial importance, shaping the trajectory of long–term development and strategic advantages. The study focuses on the theoretical, methodological and practical aspects of developing the corporate culture of domestic enterprises in the context of achieving sustainable development goals. The relevance of the study is due to the shift in management focus towards social responsibility and the integration of environmental, social and economic goals into the very DNA of the enterprise. Corporate culture is transforming from an internal attribute into a key strategic tool that ensures long–term sustainability, competitiveness and the ability to actively influence social change.The article uses general scientific methods, systematic analysis and observation. Comparative analysis is used to distinguish between business and social projects, highlighting the significant differences between them in terms of purpose, sources of funding, target audience, impact and evaluation of results. Seventeen sustainable development goals are systematised and options for their implementation through social projects at the micro level of the enterprise are revealed. It is determined that sustainable development is an approach that ensures balanced growth in the economic, social and environmental spheres. It is argued that the alignment of corporate culture with sustainable development goals ensures that all strategic and operational decisions are focused on achieving them. A strong, transparent and inclusive culture is the foundation for the successful implementation of social initiatives, maximises innovation potential and increases staff engagement, which is critical for projects with a social impact. Social design is necessary in the context of modern challenges, as it contributes to the continuous development of social systems and shapes a positive employer brand and image of socially responsible entrepreneurship. The implementation of sustainable development goals is an integral part of corporate culture, ensuring the trust and support of stakeholders.