Cannes Should Stand Against Government Oppression

As delegates from all corners of the world unite to celebrate the ad industry’s boldest and brightest creative work at Cannes Lions, a dark cloud looms large over the daily news. Globally, headlines crawl across tickers detailing threats to civil rights, inclusion, democracy and human life itself. In Europe, Russia’s brutal war on Ukraine has left 100 million people displaced and thousands of civilians dead, according to U.N. figures. Across the Atlantic, 39 U.S states have introduced more than 220 bills targeting transgender people and the LGBTQ+ community. Roe v. Wade, which grants millions of women access to safe, legal abortions, is on the precipice of being overturned. Subjugation and authoritarianism are forcing advertisers to demonstrate greater resolve in taking a stance against governments and their policies. However, they're not quite clear on where to draw the line or how and when to walk away from a market entirely. With around 15,000 delegates from 90 countries gathering on the French Riviera, there is an opportunity for CMOs and agencies to drive change, solidifying policies that could put societal and financial pressure on oppressive regimes. The world's biggest brands have no choice: Edelman’s 2022 Trust Barometer survey showed advertisers are more influential in society than governments. Sixty-one percent of the 36,000 people surveyed globally viewed businesses as a trusted source of information, compared to the 49% who said the same of governments. Businesses were also viewed as more ethical, too, by a margin of 26%. Demonstrating commitment Though brand purpose around societal issues and sustainability has been a firm fixture in marketing plans for the better part of a decade, corporations are coming up short when it comes to wading into more nuanced political debate. Chris Norman, CEO and founder at purpose-driven creative shop Good Agency, which works with Mars and Water Aid, said this doesn't represent so much a new challenge as one that's been exacerbated by globalization. "We've had authoritarian or inhumane governments since the beginning of time," Norman said. "What's changed is the global nature of influence through communication and trade. Brands are now vulnerable, as globalization and the transparency that comes with that means consumers are now aware of where brands operate and are able to call them out. Advertisers need to be very clear about their purpose and values, and then demonstrate their commitment to that position."Unilever-owned Ben & Jerry’s is among the brands that have done so. It recently ramped up its efforts to tackle systemic racism and white supremacy in the aftermath of the murder of George Floyd and racial justice protests in the U.S and around the world. Still, few brands have been consistent in their attempts to confront uncomfortable but important topics in the political sphere in recent months. This lack of cohesion was perhaps most evident in brands' responses to operating in Russia following the Kremlin's invasion of Ukraine. Some, like Ikea and L'Oréal, paused sales and marketing almost immediately, while others, such as Renualt, flip-flopped over exit strategies. A study shows Walt Disney Studios has the weakest history of LGBTQ+ inclusion in content. Elsewhere, Disney was among those criticized for its posture on Florida's so-called “Don’t Say Gay” bill, which prohibits discussion of sexual orientation and gender identity from kindergarten through third grade. After saying little as the bill moved through the state legislature, Disney CEO Bob Chapek committed to a petition with 150 other companies pledging to oppose anti-LGBTQ+ legislation and offered donations to relevant nonprofits. In response, the Human Rights Coalition, the nation’s largest LGBTQ+ civil rights organization, refused a $5 million pledge from the entertainment giant. Its interim president, Joni Madison, said Disney and other businesses must do better. “The Human Rights Campaign will not accept this money from Disney until we see them build on their public commitment and work with LGBTQ+ advocates to ensure that dangerous proposals, like Florida’s 'Don’t Say Gay or Trans' bill, don’t become dangerous laws, and if they do, to work to get them off the books," she said. Practical first steps Cannes is the perfect stage for marketers to put policies in place that clarify their stance on global issues affecting citizens. As a practical starting point, Becky Willan, CEO and co-founder of London-based Given Agency, which helps the likes of Ikea design purpose blueprints, said marketers need to go back to basics and bake such policies into their brand purpose. "[Marketers] need a long-term strategy for responding to any big, complex sociopolitical issue, with dedicated resources and a program of activity behind it, not a one-off tactical campaign," she said. Willan offered three ways clients can do this. The first was supporting people on an individual level with new products or services, or funding on-the-ground initiatives focused on tackling the issues. The second was targeting the "big cultural barriers." Finally, she advised marketers to break down institutional barriers by lobbying for legal or public policy changes. Armed with these basic starting points, the marketers heading to France next week have a huge opportunity—and responsibility—to enact change that will have a meaningful impact on people's lives.

Cannes Lions

Taking a Stand Against Government Oppression Should Get Top Billing at Cannes

Advertisers must seize the moment and commit to drawing a line on working with regimes that squash citizens' liberties

Rebecca Stewart

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Rebecca Stewart