Minorities in major mode (EMS Editions “Questions de société”, 2022)

Page 2 to 6: Start Pages | Page 7 to 12: Olivier Meier – Preface | Page 13 to 39: Christophe Piar – Chapter 1. A marketing strategy on the razor’s edge. Brand activism at the risk of the corporate crisis | Page 40 to 67: Agathe Dementhon – Chapter 2. Craftsmen and luxury: hands not so small | Page 68 to 107: Elizabeth Couzineau-Zegwaard, Nicolas Anne and Olivier Meier – Chapter 3. Pulse of minority: transgression for activism | Page 108 to 132: Christela Leroy – Chapter 4. Today’s 50-year-old women: pioneers | Page 133 to 154: Coral Milburn-Curtis – Chapter 5. Coming in from the cold: the role of education in the integration of young British people | Page 155 to 193: Anne Vaal – Chapter 6. Sobriety in consumption: from the prerogative of a minority to a social project | Page 194 to 223: Laurent Tarnaud – Chapter 7. Vegans and others or how a minority of eaters make the offer of distributors and food brands green | Page 224 to 256: Yann Levy – Chapter 8. Digitization and minorities | Page 257 to 258: Presentation of the authors.