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According to Sustainable Brands (SB), in terms of Corporate Social Responsibility (CSR) in advertising and marketing, the Cannes Lions festival did not adequately address the climate crisis this year. Despite the presence of environmental campaigns, the focus was insufficient. Although a historic number of campaigns related to environmental urgency are recognized at the Cannes Lions festival, as the largest and most prestigious event in advertising, these issues are still not sufficiently prioritized in its programming and discussions. Marketing to address the climate crisis The fact that climate conversations have been left behind and without a significant presence in the programming conveys a lack of Corporate Social Responsibility (CSR) in industry and education, especially with the resurgence of the phenomenon of greenwashing , which refers to False or exaggerated claims made by companies about the green credentials of a product or service.
Although diversity, equity and Luxembourg Phone Number List inclusion (DEI) was strongly represented, climate did not receive the same attention. This is despite the fact that advertising and marketing to address the climate crisis has the power to use creativity to drive change. This could be due to several reasons, including that the topic of sustainability and climate change is often presented as black and white issues, that is, as something completely good or completely bad. This simplification is largely driven by the industry itself, which takes a counterproductive approach in addressing these issues through corporate activism, which is often perceived as a form of virtue signaling without real commitment. Instead of presenting sustainability as a binary issue, the festival can be a place where industry professionals have open and honest conversations about the current environmental urgency, without fear of disagreeing with each other.
Recognitions for the best of sustainability advertising But as disappointing as the publicity and marketing to address the climate crisis within the creative industry has been, it is the first time in Cannes Lions history that so many climate-focused Grand Prix and Gold awards have been awarded. In particular, a campaign carried out by the Brazilian arm of the United Nations Global Compact stands out, in which the Earth is presented as a company called EART4 and its initial public offering is carried out on the stock market. The goal of the campaign is to highlight the importance of placing a value on our planetary dependence and how climate change is generating real economic consequences around the world. Among the recognitions, the transformation of the Global South addressed in a second Grand Prix at the Cannes Lions festival stands out.
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