The business world is constantly evolving and changing for the better, but many people still associate it with fierce and sometimes ruthless competition. However, there is the option of running a business with respect for ethical principles and the needs of the individual. This is made possible by softmarketing® with its idea of “Putting the person first”.
 Softmarketing® – the 21st century business model
Years ago, Robert D. Hof wrote in Business Week that:
“Everything we thought we knew about business seems questionable”.
It is hard to disagree with these words. The economy is constantly changing and becoming increasingly dynamic. It is influenced by technological advancements, which have caused boundaries to blur. The world has become a global village – we use the same currencies, follow the same rules, we can keep in touch with each other wherever we are.
But it is also people who have changed. In the 21st century, we are becoming increasingly aware – we take care of our health, we want a sense of security and permanent, stable employment. Studies show that employees change their workplace every 4-5 years, and their profession every 7 years. This shows that nowadays there is no place for jobs or businesses that

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