José Luis Nueno, PhD in Business Administration and professor at IESE, believes that the marketing of the company and the administration must moderate its discourse after decades of excesses and try to approach the consumer and the citizen from the responsibility to be credible and effective and avoid consumer behavior or thoughtless.


“Marketing can’t be selling extreme expectations of empty consumption or populism with easy discourse today. It has to moderate its discourse and offer reflective messages from temperance and consciousness, so that the receiver knows why he should act a certain way or acquire a particular product”.


Nueno has made these reflections during his admission as full academician of the Royal European Academy of Doctors-Barcelona 1914 (RAED), in a ceremony celebrated in Barcelona the 29 of November. Nueno has read the entry speech Expectativas en la era de la escasez. ¿Puede el marketing salvar al mundo?” (Expectations in the era of scarcity. Can marketing save the world?). On behalf of the RAED has answered the full academician Miguel Ángel Gallo.