The 'People' pillar within the 5Ps framework is a concrete roadmap for improving the lives of every individual. It is a call to actively engage in combating poverty, ensuring equal opportunities, and providing access to essential services such as education, healthcare, and clean water. To achieve these goals, specific steps must be taken: investing in education, supporting entrepreneurship, fighting discrimination, promoting gender equality, and building strong communities. This presents researchers with a series of challenges. There is a need to develop effective tools for measuring and monitoring progress towards human-centered goals, such as social inequality, subjective well-being, and quality of life. Additionally, research on the effectiveness of various social interventions aimed at improving the living conditions of the most vulnerable is crucial.
