Considering the intersection between sustainability, digital transformation and customer centricity, the article highlights the need to rethink the concept of value and business strategies. Key issues addressed include ecosystemic marketing and customer-centric digital strategies that can promote responsible marketing practices and optimize interactions, leveraging the remarkable potential of big data and artificial intelligence. It also highlights the central role of purpose marketing in promoting sustainability and adherence to social values, thereby contributing to collective well-being and strengthening market relationships from a customer-centric perspective.