At the beginning of 2021, ‘Act Human’, the book by Callebaut Collective founders Karel Demeester, Prof. Dr. Sarah Steenhaut and Jan Callebaut, was published. ‘Act Human’ explains that marketing is about activating human relationships and advocates an upgrade from the marketer to a Human Activator.

At the request of BAM, the Belgian Association of Marketing, customer experience architect Alain Thys interviewed co-author Karel Demeester on the occasion of the online book launch of ‘Act Human’.

‘Exit marketer, welcome Human Activator’ is an interview with Karel Demeester that was published on January 28, 2021 on www.marketing.be. This article was originally written in Dutch. You can read the full article in Dutch here.