The Lions Creativity Report Series Two: Future-Proofing with Purpose





THE WORK

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What do you stand for?

In life, it’s important to move forward with meaning. We need to ask ourselves - what’s important to us? What can we put our name to? What do we stand for? From climate change to racial discrimination - the past few years have thrown up many critical causes that need voices to back them and illuminate their plight. 


The next theme we are investigating in the Lions Creativity Report series is Future-Proofing with Purpose. This is an immersion into the vast array of brands at this year’s Cannes Lions Live that paid homage to the critical causes they wanted to back - sustainability, gender equality and protest against police brutality were all highlighted. 


Given the events of the last 18 months, it’s no surprise that marketers are prioritising purpose. In our State of Creativity survey, 41% of brand leaders cited it ‘critical’ and 36% as ‘need to know’. There was a 61% increase in 2020-2021 Cannes Lions entries into Purpose categories. What’s more, two-thirds of all Grands Prix were awarded for purposeful work that fulfilled a role that wasn’t solely related to profit.


Jump into this incisive mini-report and ask yourself - what is my legacy? What do I stand for?


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