Summary

Poor living standards don’t depend on growing population in an economic system built to belive in ecologic solutions, on the contrary. In that economic system, we don’t have to consume less, but to consume lively ecologic technologies. For that “lively” to happen we need a thorough marketing research to influence the consumer beliefs. At first, it should follow a hybrid communication input model and then it should materialise in a lateral marketing solution. To be sustainable, the process shouldn’t take place just on high decision levels, but on every individual living ways too. Because rescuing, in fundamentals, can be successful only if it’s a solidary manner in front of the only existing red boat.