With inflation pinching APAC wallets and operational costs soaring, boards are handing down a clear mandate to their marketing teams: premiumise to protect margins.

But in a market where consumers are cutting back on the middle tier and ruthlessly scrutinising value, is premiumisation a brilliant growth strategy, or a desperate price hike in disguise? Can every brand actually move up the value chain, or does 'premium washing' risk driving your most loyal customers  away?

Join The Marketing Society and our Culture Partner, Canvas8, for another of our Uncomfortable Conversations. This is an interactive session designed to challenge corporate assumptions, debate hard truths and stress-test the reality of trading up.

We'll kick off with exclusive APAC research from Canvas8, unpacking the shifts redefining how consumers view quality, value and aspiration. This will lead up to a share out of the 8 core principles of true premium brands.

You won't be there to sit and listen. Rather, you will break into peer working groups to stress-test real business model against the 8 principles.

Expect a lively morning of debate, raw perspectives and collaborative problem-solving.

Because the best ideas don't always come from the stage; they come from the conversations we have together.