Cannes Lions 2019: Branding means more than surface decoration

An assortment of the world’s most respected experts explored how brands must build purpose to remain relevant in uncertain times.

Jessie MacNeil-Brown, global head of activism at The Body Shop, discussed how brand activism could tackle the world’s most pressing issues. In her talk at Cannes, she drew attention to the importance of reflecting a sense of purpose both internally and externally, in order to effect social change at every level: ‘People are scared of activism both outside and inside organisations. Brands must encourage them to find their own version of activism.’

In line with our macrotrend Uprooted Diets, global sustainability lead for Knorr Unilever Dorothy Shaver highlighted the need to re-invent the way we eat and produce food with a limited negative impact on people and the planet. She introduced the brand’s Future 50 Foods report, which features 50 ingredients selected for their nutritional value and relatively low impact on the environment.

As MacNeil-Brown explains, being an activist brand isn’t limited to the realm of sustainability. This was demonstrated by the advertising agency Scholz & Friends, which won the PR Grand Prix. It protested against the luxury tax on menstrual products in Germany by placing organic tampons inside a book, a product that is taxed at 7%, whereas tampons are taxed at a rate of 19%.

To learn more about activist branding, book our Future of Brand Purpose presentation.