4. Conclusion

Today, the liberal market and politics alone are powerless to allay the fears of citizens and consumers. Politics is of little help, insofar as the control of contemporary risks and fears now exceeds the limits of national powers, while the globalization of production and the internationalization of trade make it impossible (and suicidal) to withdraw into oneself.

The market is showing its limits, insofar as the preventive measures it has adopted (packaging, branding, traceability, etc.) have the irony that, by calming one fear, they often awaken another: either they lead consumers not to dare venture outside the boundaries "traced" by industrial quality, or they encourage them to take into account and demand ever more information, guarantees and protection, at the risk of overshadowing the virtues of greedy, serene consumption.

To overcome...