Cannes presents us with a chance to raise important questions about how we can reflect on our work and evolve our practices.
The air at Cannes Lions will feel a little different this year.
As the industry comes together at the Festival of Creativity to be inspired, celebrate the creative sector and connect with the brightest minds, we won’t be able to shake the economic volatility and general unrest that we are facing at home – nor should we.
Embracing discomfort is what propels us towards meaningful change.
As we gather to discuss pressing issues like Diversity, Equity, Inclusion, and Belonging (DEIB), AI and the climate crisis, it’s crucial that we not only share ideas and discuss opportunities but actually follow through on our commitments.
Cannes presents us with a chance to hold the industry accountable, which leads to important questions about how we should show up at the festival, how we reflect on our work and how we evolve our practices.
Showing up with intention
Until now, the narrative of DEIB at Cannes has been just that: narrative without much action. There is an urgent need to create new ways to benefit the diverse communities the industry has traditionally marginalized or ignored.
A similar narrative has developed within the world of sustainability: Are brands truly committed to supporting the ecological and economic health of the globe? Or are they simply greenwashing?
It’s time for the industry to show up at Cannes with the intention of getting work done and following through on our promises. As we engage in meetings, attend events and listen to speakers, let’s consider the actions we can take to effect real change. Let’s be clear about the areas where we can evolve.
Equally important, we need to hold ourselves accountable by establishing substantive metrics that we frequently revisit. Consider these questions as you experience Cannes:
What area are you most passionate about to dedicate support and drive action?
What is one initiative that you can join or lead that will move the industry forward?
What are one or two barriers that stand in the way of making progress?
After Cannes: Moving the needle
The real challenge lies in what we do after Cannes to move the industry toward more intentional creative work, DEIB, sustainability and AI. It’s important that we don’t try to own solutions in silos. Let’s share learnings of what’s worked and not worked as well as best practices to address the shortfalls.
For example, we know from the recent 4As Diversity in Agencies Survey that while we are making slight progress on representation, there’s still more work to do — especially at senior levels — to address greater inclusion and equity in our organizations.
We’re falling short of making a recognizable impact on sustainability because of inconsistent efforts, a lack of collective goal-setting and alignment on solutions.
And while AI offers a number of capabilities, we still haven’t navigated the legal implications and potential for misinformation.
It’s a privilege to come together and celebrate in the South of France; we must always remember our collective responsibility as leaders and the real opportunities that arise from collaboration.
The advertising and marketing communications industry has always been at the forefront of driving change, and now, more than ever, we must continue to enact that change through deliberate and tangible actions. We need a new standard for how work is celebrated by evaluating it more rigorously to distinguish between virtue signaling and authentic purpose-driving impact.
As Carl Jung said, “You are what you do. Not what you say you’ll do.”
Marla Kaplowitz is the President and CEO of the 4As.
