Social design as a factor of business competitiveness

Within the framework of the conducted system analysis, the main factors determining the development of the domestic corporate sector at the present stage of society’s development are highlighted: the formation of a new system of consumer values with a high level of socio-ethical expectations; intensification of competition, saturation of markets, and the absence of fundamental functional differences between varieties of goods within the same product category; transition from the philosophy of confrontation to competitive cooperation (coopetition); increasing the attention of the state and society to the ethical side of business activities. The established set of factors makes it possible to determine the main promising directions for further development of the domestic corporate sector. In the research, the author relies on the conceptual and categorical apparatus, global patterns of social development, the theory of generations, current approaches in the field of branding, reputation management, corporate social responsibility, strategic marketing, etc. Based on the results of the analysis, the stages of the development of a social project are proposed, reflecting a marketing approach to determining the social needs and needs of a specific social group (consumers) and their subsequent satisfaction. The application of the proposed approach to the process of developing and promoting a social project will allow you to create a successful marketing product that allows you to solve a specific social problem.