“When consumers ‘buy local,’ they are engaging with the producer’s story as much as with the local product itself. They are attracted to the enduring passion of its founding myth, which invests the product with a soul.”

“To compete successfully, a physical store must focus on providing customers with a polysensory experience. Enthusiastic consumers want to engage their sense of smell, feel and touch. They want all their senses to be stimulated when they venture in-store.”

“How can you transform ‘No Logos’ into ‘Pro Logos’? The consumers who espouse voluntary simplicity mistrust brands that foist unnecessary needs on them. To these consumers, you must have the courage to recommend not buying anything at all if they have no need for your product.”

“The need for status experiences – to be admired for one’s achievements and possessions – has been on the decline for several years. However, this motivation remains extremely important to certain market segments. That’s why you need to know precisely where your brand is located.”

“The individuals most committed to taking action in their daily lives to reduce their environmental impact are not the younger set; they are the older folks. The under-35s most aware of the issue expect brands, businesses and institutions to fix the problem.”

“Gender equality is a privileged gateway for socially and ecologically responsible consumers and citizens. Gender equality preoccupies a large proportion of the country’s population, to about the same degree as reducing their ​ carbon footprint!”

“Conspiracy theorists have an apocalyptic view of modern life. They believe that society, whose social chaos has been unleashed by malicious elites, is doomed to self-destruct before being resurrected anew. But until that happens, they must fight the good fight!”

“The frequently daily use of social media is all about vanity. Social media are used mainly to show off, to compete for the highest status.”

“The dog is both a social lubricant and an object of pride! Its owner benefits from the dog’s gregarious nature, which encourages socializing among humans, and the enjoyment derived from feeling proud of the dog’s style and manners.”