According to David Weaver (2021), «radical and more immediate paradigm shift, although strongly advocated as a timely imperative by some academics (Ateljevic 2020; Guia 2021; Renaud 2020; Sigala 2020), by contrast, seems unlikely to gain traction given the apparent lack of appetite for revolutionary change among consumers, practitioners, or communities ». It is therefore through a neoliberal ecosystem where...