This study examines the relationship between digital transformation and sustainable practices within enterprises against the backdrop of global transformative forces framed within the holistic paradigm of systems thinking. It examines the extent to which digital advances either facilitate or impede the sustainable development of companies, while also considering the systemic impact of demographic variables (such as gender, age, education), national income levels, and geographical regions on business sustainability. Using data from the Global Entrepreneurship Monitor (GEM), which encompasses 26,790 entrepreneurs in 47 countries, this research uses multinomial regression to assess how these factors influence companies’ commitment to social and environmental goals. A key finding is that the strategic use of digital technologies in sales processes significantly increases the likelihood that entrepreneurs will integrate social and environmental considerations into their decision-making. Notably, this conscientious approach to business is most prevalent among entrepreneurs in Latin America and the Caribbean. Our findings underscore the central role of digital technologies in driving sustainable business transformation while also highlighting the significant influence of regional socio-environmental contexts on business sustainability orientations.

Digitalization is incrementally transforming business practices, particularly in sales and digital marketing, although the factors motivating entrepreneurs to adopt digital technologies in sales strategies remain underexplored. Consequently, the aim of our research is to identify the factors that influence the use of digital technologies in sales. This research elucidates the interplay between demographics and entrepreneurial motivations, utilizing data from the Global Entrepreneurship Monitor, involving 464 entrepreneurs in Slovenia and Croatia, analyzed through logistic regression. Notably, demographic factors, including gender, age, and education, do not significantly influence digitalization adoption in sales strategies. Among entrepreneurial motives, only the aspiration “to make a difference in the world” propels entrepreneurs towards considering digital sales approaches, while other motivations do not have a significant influence. Despite extensive studies on demographic factors influencing digital technology adoption, a consistent trend is conspicuously absent, necessitating an intricate examination of various dimensions of digital business transformation. Furthermore, our findings underscore that, while digitalization is acclaimed for enhancing companies’ profitability, entrepreneurs motivated by altruistic goals demonstrate a pronounced proclivity to integrate digitalization into sales, signifying that digitalization’s pragmatic utility extends beyond merely amplifying profitability and growth, insinuating a more integrative role in sculpting sustainable entrepreneurial practices and business models.

Digital transformation gradually changes businesses, which is also connected with sales. Despite these advancements, the motives to accept digitalization in sales are undiscovered. In our study, we examine demographic factors (gender, age, education), entrepreneurial motives, and the developmental stage of entrepreneurs using data from the Global Entrepreneurship Monitor (GEM), encompassing 25,633 entrepreneurs from 47 countries. Logistic regression and subsequently Cramer’s V were employed for a more precise determination of the relevant influences of the explanatory variables. The findings indicate that younger and early-stage entrepreneurs more often accept digital technologies in sales. This also applies to entrepreneurs who are motivated by higher income and wealth and the desire to make changes in the world. These results suggest that digital technologies can contribute to reducing the divergence between profitable and sustainable goals, as entrepreneurs perceive their utility in achieving both sets of objectives.