Today’s marketing landscape is undergoing a fundamental change driven by technology, social media, and a rising demand for authenticity. Brands are now expected to create meaningful remarks and value-driven narratives that align with real consumer behaviors. This shift is led by Gen Z, a generation that seeks transparency, inclusivity, and purpose in the brands they choose to support.

Our grand theme, Shifting Paradigm: Integrating Conscious Perceptions in the Modern Marketing Landscape, reflects this ongoing transformation. It emphasizes how branding today must go beyond promotion and begin with perception, integrating consumer psychology into the core of storytelling, personalization, and digital engagement. As branding becomes a mirror of consumer identity, marketing transforms from simply “selling” to actively "engaging and relating".

Through this year’s grand theme, MIST aims to discover how modern marketing turns ideas into realities, not just how consumers see a brand, but how they connect with it. It is believed that this approach helps brands to stand out in today’s oversaturated market. As consumers’ expectations continue to grow, brands are challenged to foster purposeful and impactful connections. By tapping into the conscious perceptions of today’s market, especially within a digital world, brands can build trust, promote loyalty, and create a long-lasting impact.