Digital transition, ecological transition, smart working, and smart living are the key elements of the return to the post-pandemic normal. Having success in markets that change so radically and rapidly is not a challenge of little account for the Chief Marketing Officers and Marketing Managers of today. It is necessary to make a significant contribution for a responsible approach to the market and a sustainable growth of business. Just as it is essential to face the challenge of new technologies without losing sight of the value of market relations, that ultimately, function when attention is paid to the wellbeing of the individuals that the market represents as a whole.