Often coined for intra-company work to push change, we are convinced that it has more to do with the adoption of new products / services / habits. As discussed in our Sustainable chapter, we’d like to rebaptise Marketing into “change acceleration”. Why? Well, marketing is has been (mis)used to invent unneeded needs, to stimulate overconsumption, contributing to ressource issues. But Marketing is a tool, it can be used to stimulate change “for good”.