TRANSFORMATION OF THE ADVERTISING AND COMMUNICATION MARKET IN UKRAINE AND EUROPE: STRATEGIC TRENDS, SUSTAINABILITY AND THE NEW PARADIGM OF MARKETING COMMUNICATIONS

Abstract

Purpose. The purpose of the article is to explore the transformation of the Ukrainian advertising and communication market in correlation with European sustainable marketing trends and to identify the interrelation between digital technologies, social trust, ethical responsibility, and communication efficiency. The research also aims to develop a conceptual model of strategic development for the industry under conditions of digital modernization, global competition, and the value-driven evolution of marketing practices. Methods. The methodological framework is based on systemic, interdisciplinary, and axiological approaches that integrate economic analysis, marketing communication theory, and the philosophy of sustainable development. Empirical data were obtained from analytical reports of the European Association of Communications Agencies (EACA Cost of Pitching Report 2025, Sentiment Survey Report 2025, Market Volume Report 2024) and the All-Ukrainian Advertising Coalition. The study employs methods of comparative and content analysis, empirical interpretation, and logical-semantic synthesis to identify the regularities of market evolution and to reveal the interdependence between economic and socio-cultural factors. Results. The research proves that the European communication ecosystem is shifting from transactional to relational models, emphasizing emotional connection and ethical integrity. The Ukrainian market, despite wartime disruptions, demonstrates rapid adaptation to digitalization, the dominance of DOOH and CTV formats, and the growing role of social responsibility. Comparative analysis shows that long-term competitiveness depends not on advertising volume but on the integration of transparency, authenticity, and sustainable brand trust into communication strategies. Scientific Novelty. The article substantiates the philosophical and socio-economic nature of advertising as a form of social meaning-making rather than a purely commercial instrument. A conceptual framework of sustainable communication is proposed, based on the principles of integration, authenticity, and humanity. It also expands the scientific understanding of marketing ethics as a factor of strategic stability and creative resilience in the communication industry. Practical Significance. The results can serve as a foundation for improving the strategic management of advertising agencies and brands, particularly in aligning technological innovation with ethical responsibility. The research provides methodological guidance for developing measurable sustainability indicators and reputation-based performance metrics within marketing communication systems. Conclusions. The study concludes that the future of marketing lies in a new paradigm uniting economic rationality with ethical consciousness. Advertising is evolving into a sphere of social dialogue, trust, and shared responsibility, where sustainable communication acts as both a moral philosophy and a competitive advantage. This transformation redefines the role of marketing in contemporary society—from persuasion toward partnership, from visibility toward authenticity.