Cannes 2022 was again in-person this yr. Individuals had been clearly thrilled to return to this vital competition on the Boulevard de la Croisette within the French Riviera. The wonderful attendance was a testomony to that.
In fact, the fantastic setting was an ideal backdrop for the myriad key takeaways for all who attended – and even those that couldn’t. Listed below are a quartet that stood out:
1. Gen Z because the “Final Likelihood Era”
There was a variety of speak about Gen Z, after all. One statistic that stood out, courtesy of VICE Media, revealed that 76% contemplate themselves to be activists.
Nobel Laureate Malala Yousafzai stated, “Younger individuals search justice for everybody.” Edelman introduced a examine wherein Gen Z respondents labeled themselves on the “Final Likelihood Era,” particularly on pertinent points resembling local weather change.
2. DE&I remained a rising and central theme at this yr’s competition
There was a whole monitor of DE&I programming – a transparent indication that manufacturers perceive that they should enhance their efforts right here within the wake of the occasions of 2020.
Cannes Can: Range Collective hosted The Inkwell Seashore, which was a cultural hotspot, the place the competition led their very own DE&I content material each day. There have been additionally a number of different activations for communities of colour, together with internet hosting the primary ever Juneteenth celebration at Cannes, in partnership with Lippe Taylor’s “The Inkwell” ERG.
3. Figuring out gender fluidity within the metaverse
This shift from a singular, flat identification to a number of fluid and aspirational identities within the metaverse permits individuals to really feel and specific themselves in methods they may by no means have had permission to do earlier than.
Individuals really feel that they are often whomever they need to be within the metaverse. They will grow to be empowered, emboldened and extra adventurous when safe of their self-created, distinctive, digital skins. Communities will be created that may really feel like huge new worlds or small and intimate areas.
This was an absolute name to motion for manufacturers and companies to outline their roles within the metaverse. They might want to get extra snug with fluidity to achieve success. NFTs allow possession within the digital panorama and are an vital a part of the event of the metaverse.
4. Creativity as a instrument to unravel issues, enabled by new applied sciences
Objective work dominated once more at this yr’s awards, from serving to rebuild metropolis monuments to highlighting gender inequality in international locations like India. Nonetheless, offering options to real-world issues appeared extra vital to profitable work this yr. For instance, applied sciences like 3D modeling and AR/VR had been extremely featured, serving to to catalog and rebuild cities or to help the visually impaired.
General, PR continues to be attempting to safe a number one place at Cannes. To paraphrase well-known entrepreneur and social media authority Gary Vaynerchuk, though viewers consumption habits have modified, the forms of work being lauded and mentioned hadn’t modified as a lot, with a majority nonetheless targeted on efforts led by conventional advert companies.
PR is unquestionably high of thoughts, although. It appears to lastly be acknowledged as a mandatory means to profitable activations. Nonetheless, there’s a variety of room for PR companies to grow to be extra revolutionary and disruptive to be able to achieve a much bigger highlight at Cannes – and past.
David Richeson is chief digital officer for Lippe Taylor. Tina Cervera is chief artistic officer for Lippe Taylor.