The challenge of contemporaneity requires us to be adapted to the new realities, needs and critical issues of today: territorial economic difficulties, health, education. In a holistic view of the universe, where everything is one and interconnected, it is not possible to separate the human being from all that surrounds him: from his fellow human beings themselves, and more generally from the social context in which he is inserted; therefore, social evolution inevitably leads to an amplification of the so-called metabeneeds, that is, needs involving the highest cognitive spheres.

The human being expresses desires and feelings that are the result of a unity between conscious and unconscious reason, whose modes of fulfillment, are affected by the cultural context, in which the subject operates. In a reality undergoing constant change, the commitment of organizations to satisfy the needs felt by a society in constant evolution, places the emphasis on the need to leave behind mass marketing, in order to consolidate the direct relationship with the user, generation Z, overcoming even archaic concepts, such as those of information asymmetry.

Sport is an essential element of social evolution. .