A true story from the spring of 2022, Germany: A young woman was morbidly overweight. She had her health insurance pay for a stomach reduction. The operation was a success. She lost almost a third of her weight. Now flaps of skin disfigure her stomach area in particular. In her opinion, the health insurance company should also pay for this, but it refused. Cosmetic surgery is not covered by the statutory health insurance. The young woman turned to the media. A leading tv news magazine reported indignantly on the attitude of the health insurance company. Photos of the young woman illustrated her body. After a social media firestorm, which gladly took the poor young woman's side, the health insurance company buckled and paid.

This is an example, how a call-out turns into narrative economics. It exemplifies the communicative change in the economy. If economics essentially means the organization of value creation through management in companies or by companies in markets, then the communicative change is driven by the shift in its logic from analytics to communication. This shift is also the basis of the call-out economy. Speak-up means to voice one's opinion. As soon as individual speak-ups and become louder by call-outs they become the opportunity to go viral aiming to become narratives. Call-outs are contemporary knowledge dynamics which impact the economic society.

Communication has a multiple meaning for markets. Communication configures and shape markets also in markets beyond communication industries. Communication on production, consumption or aesthetics are popular examples. The change in markets from events to communication processes also represents the increasing importance of communication in markets. Today, economic society is characterized as a "media society” and "attention economy” of the "information age”. Viewing markets as rituals is also part of this development. These terms emphasize the importance of (digital) communication for economic society: The interactivity and openness of digital media have paved the way to the call-out economy. Above all, social media, which is characterized by active producers, has ensured that the media can also transform from passive information platforms to social systems. Markets are developing into a powerful fourth branch of the state. The penetration of markets with communication and digitalization has led to the new economy, which is driven by the information economy.

Brands serve to negotiate and apply valid brand values between companies and society. When brands are successful, they are driven by brand communities. Then brands mutate from passive media into active social systems that constantly teach and learn brand values. Brands align social values which are in the focus of macro marketing with successful micro marketing which means to address the individual claims of customers.