José Miguel Ponce advocates for humanizing marketing and business management

Exaudi reports that researcher and academic José Miguel Ponce argues that economic strategy, marketing, and technical knowledge are insufficient without a human dimension. Ponce proposes that companies and brands should function as communities of people serving others rather than mere financial machines or tools for capturing customers.

Ponce suggests that marketing should be based on authenticity, empathy, ethical coherence, and respect for individual dignity to counter mass consumption and digital depersonalization. He maintains that value should be measured by social and human impact alongside profitability. His work also addresses leadership and the risks of declining critical thinking in decision-making processes.