Digital Marketing of Responsible Innovations for the Development of Sustainable Communities in the Fight Against Climate Change

Purpose: This paper is devoted to the problems of the development of sustainable communities that can tackle climate change, which is achieved due to the implementation of responsible innovations through the use of digital marketing tools. Design/methodology/approach: The methodology of this paper is of a complex character. It combines economics, technological, sociological, and managerial approaches, as well as principles of spatial and digital economies. This paper considers the coevolutionary approach, in relation to digital marketing, responsible innovations, and sustainable communities from the position of their mutual influence, which ensures the evolution of the entire system. Findings: This paper considers the topicality of climate risks and their impact on spatial formations, cities, and communities; determines the parameters of climate processes that require improvement; characterises the importance of the development of sustainable communities from the position of their ability to fight against climate change; discloses the essence and features of responsible innovations as tools of development of communities based on sustainability; emphasises the necessity of effective expansion of innovative solutions, which can be achieved due to the tools of digital marketing; describes mutual connections of all elements of the interaction. Originality/value: The main value of this work lies in the use of the concept of coevolution, which characterises the way of interaction between responsible innovations that are disseminated with the help of digital marketing tools in the environment of sustainable communities, strengthening each other and the system on the whole. © 2025 Elsevier B.V., All rights reserved.