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30 SMT007 MAGAZINE I FEBRUARY 2024 Marketing is an evolving field, and the strat- egies that worked in the past may no longer be as effective in today's digital age. Tradi- tional marketing, characterized by compa- nies boasting about their products' greatness through technical specifications and bragga- docious statements, is becoming increasingly obsolete. In contrast, conscious marketing focuses on providing solutions to problems by educating and connecting with the audi- ence on a deeper level. Younger generations, in particular, have developed automatic filters in their minds that si out marketing hype. is shi toward problem-solving and value creation is redefining the landscape of mar- keting. The Evolution of Conscious Marketing The Decline of Traditional Marketing Traditional marketing, oen associated with flashy advertisements, jingles, and in-your- face product promotions, has lost its luster in recent years. e reasons behind this decline are multifaceted: 1. Consumer skepticism. Consumers have become more discerning and skeptical about marketing claims. ey are no longer easily swayed by over-the-top promises and self-praise. 2. Information overload. e digital age has flooded consumers with information. Bombarding them with technical specifications and boasting about product The Knowledge Base Feature Column by Mike Konrad, SMTA