Abstract:

The present research makes an analysis of the world’s situation at the end of the millennium - marked by decadence and determined by an overvalued emphasis placed on material things sinking mankind to an empty vacuum - and seeks the importance of resistance that subtly emerges as man’s most inner hope to rescue himself. This paper reviews mankind’s grief fears and symptoms of this era: loneliness and hunger as a pressing need to fill emptiness; and further develops the crisis in Mexico and the future of mankind and new generations. Finally it establishes a humanist proposal in marketing research based on creativity.