Mathematics is presented in non-STEM disciplines as a subject that helps students acquire tools they will need in their future careers. Therefore, the need for instruction in mathematics demands content, oriented not only towards fundamental principles and techniques, but also towards their application in a specific context. By directing the teaching in this sense, students are able to recognise the relevance of mathematics and the possibilities that this subject offers. The purpose of this paper is thus to propose a methodology for making the learning of mathematics meaningful for non-STEM students. We illustrate its implementation by presenting an activity that requires business university students to search for economic applications of the concepts learned in a course of mathematics. As students' involvement is envisaged, the activity incorporates an active learning methodology that aims to promote the acquisition of hard and soft skills. Results obtained from its application are reported and discussed.