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Nothing is more frustrating than finding out your favorite product is not in the same place in the supermarket. Yet marketing often seems to be reduced to an eternal battle for innovations. Let it be a consolation, even though novelty seekers may stand out more, they are just a part of society.

The Cultural sector is a sector where people who are in charge often think marketing is dirty. Unjustly, as far as we are concerned. Communication and service are part of a society's culture. Without Human Activation, no culture, for our part.

More than ever "save the planet" sales slogans are ringing. Organic Style magazine was one of the first to support this shift in relevance 20 years ago. 

A Human Activator primarily offers mental solutions, services that help people deal with the challenges of everyday life. Ethics is one of them. Ethical marketing is therefore not a contradictio in terminis. 

Recently, we could pick up on the consideration of two marketers reinterpreting their role in society. The implicit battle between doubt and challenge.