Engaging with the Next: What it takes to keep up with the new: Zahir Mirza

In today’s fast-changing business environment, staying relevant requires more than simply keeping pace with trends. It demands constant learning, sharper consumer understanding, and the ability to adapt to new expectations as they emerge. The session “Engaging with the Next: What it takes to keep up with the new” explores this evolving reality through the lens of modern brand communication and audience engagement.

The talk focuses on the idea that digital transformation is not a final milestone, but an ongoing process of refinement. As markets shift and consumer behaviour becomes increasingly dynamic, brands must stay alert to new technologies, changing purchase patterns, and the influence of younger audiences. A key theme of the session is reverse mentorship, where learning from the next generation becomes essential for staying relevant. The session also questions the value of traditional office-based research, arguing that meaningful insight comes from real-world observation and authentic engagement in the consumer’s natural environment.

Through professional reflections and practical perspectives, the session offers a roadmap for staying effective in an industry that never stands still. It encourages brands, marketers, and creative professionals to move beyond outdated assumptions and embrace a mindset of continuous adaptation. At its core, the message is simple: relevance is built by staying open, responsive, and connected to what is new.

This session is part of the 15th ACEF Global Customer Engagement Summit and Awards 2026, taking place in Mumbai on 30th April 2026. The event brings together brands, agencies, and industry professionals to celebrate ideas, creativity, and impactful customer engagement across categories. It serves as a platform for learning, recognition, and meaningful industry exchange.

Speaker Spotlight: Zahir Mirza, Director, Board, Sir J.J. School of Art, Architecture and Design University, brings his perspective to this session with a focus on creativity, change, and engagement. His talk reflects on how professionals can remain relevant by learning from emerging voices and adapting to the evolving language of audiences. With his experience and insight, the session offers a thoughtful view of what it takes to keep up with the new.