Abstract:

The objective of this study was to critically analyze purpose-driven marketing strategies aligned with the Sustainable Development Goals (SDGs) in Latin America, identifying their predominant approaches, main findings, and gaps in the recent scientific literature. To this end, a systematic literature review was conducted following the PRISMA 2020 methodological guidelines. The search was conducted in the Scopus, Web of Science, and DOAJ databases, considering articles published between 2015 and 2024. Following the screening and eligibility process, 37 studies were selected for the final analysis. The findings show that purpose-driven marketing in Latin America is primarily oriented toward branding, storytelling, and corporate reputation-building strategies, with a particular focus on SDGs linked to responsible consumption, innovation, and economic growth, such as SDG 12, SDG 9, and SDG 8. Additionally, limited integration of social SDGs related to gender equality, reduction of inequalities, and social well-being was identified. The results also show that much of the research evaluates impact using perceptual indicators, such as reputation and purchase intent, with little evidence of objective metrics aligned with the SDGs. Finally, it is concluded that purpose-driven marketing in Latin America has made significant progress in terms of communication and strategy; however, challenges remain regarding the operationalization of purpose, the measurement of social and environmental impact, and the need to strengthen authentic and transformative approaches geared toward sustainable development.