Manila, Philippines — The Philippine Marketing Association (PMA) has formally announced a bold and future-driven 2026 agenda on its 72nd President, Michelle de Ocampo-Ballesteros.
Guided by the theme “OneNess: Innovation. Transformation. Inspiration — Doing Good Beyond Business,” PMA is repositioning marketing as a strategic force that goes beyond commercial success—one that actively contributes to long-term societal impact, shared prosperity, and national progress.
In her inaugural address, Ballesteros—widely known as Mitch—emphasized the expanded role of marketing in shaping a responsible and inclusive future.
“Marketing must not only create value. It must create sustainable goodness beyond profit—beneficial to all now and in the coming years,” she said.
As PMA’s 72nd President, Ballesteros outlined a clear roadmap that integrates business performance with environmental stewardship, ethical leadership, and inclusive economic growth. Central to the 2026 direction is embedding sustainability into brand strategy, advancing circular economy practices, and promoting product life-cycle responsibility—from design and production to recovery and regeneration.
“Today is not about one leader. It is about one community, one purpose, and one shared calling—to harness the power of marketing not only to grow businesses, but to uplift humanity and safeguard our shared progressive future,” she added.
The induction ceremony was led by Chairman Emeritus George T. Barcelon, who served as inducting officer and keynote speaker. Barcelon underscored that “doing good beyond business”—the core ideal of the OneNess theme—must serve as the driving force toward shared opportunities and prosperity, beginning within the business community and extending across society.
A major pillar of PMA’s 2026 thrust is inclusive digital and AI empowerment, particularly for MSMEs and emerging marketers, ensuring that technological advancement translates into wider access, competitiveness, and capability-building across sectors. PMA will further strengthen partnerships with business chambers, academic institutions, and socio-civic organizations to amplify collective impact.
In line with this vision, PMA will introduce a Sustainability and Responsibility Credo for Filipino marketers, reinforcing commitments to integrity, responsible consumption, environmental protection, and improving quality of life for the greater majority.
Supporting this agenda are PMA’s flagship programs for 2026, including the National Marketing Conference, the Strategic Marketing Conference for the student marketing community, the prestigious Agora Awards, and expanded professional development offerings designed to future-proof the marketing profession.
“If OneNess is our spirit, then OneNest is our dream—a future where businesses uplift communities, innovation includes the marginalized, sustainability protects generations, and opportunity is shared by all,” Ballesteros declared.
As PMA enters its 72nd year, the Association sends a clear message to the marketing community: the future of marketing lies in transformation, shared prosperity, and purposeful leadership—doing good beyond business for people, planet, and generations to come.
