The world as we know it is changing. Change makes our target groups more complex, challenges our advertising economics and even forces our systems into crisis. We cannot conclude otherwise, than that the old models don't always work anymore. And we notice that this is sometimes depressing marketers. However, the crucial message today is not that our environment is fundamentally changing, but that change also has an upside! People increasingly realize that if we want to beat the crisis we have to embrace the changes in our environment, and look for the upside of change. And, most importantly, we have to be positive and optimistic. The famous philosopher Karl Popper states "Optimism is a Moral Duty". And that is what the 31st congress edition will preach. The Survival of Optimism.