Marc outlined exactly how major brands continue to impact the world negatively at the moment. He explained that the reach of global brands is both a blessing and a curse here: they have a significant ecological footprint as a result of their operations, but they also have the power to solve a lot of the world's problems if they act appropriately.

According to Marc, 70% of consumers want to do something for a sustainable future, yet when they are asked to take direct action, that number quickly drops. For Marc, this is an opportunity for marketers, as they're uniquely placed to move people from intention to action on sustainable brands, products and solutions.

The group proposed that the world's biggest marketers join forces to develop marketing programmes that encourage sustainable behaviours. This would have the added benefit of increasing demand for sustainable innovations and solutions, therefore increasing rates of growth.

In 2018, the "Black Supermarket" campaign for Carrefour highlighted a legal loophole that discouraged biodiversity. It won four Gold Lions and multiple Silver Lions as a result.

Keith was appointed Chief Marketing & Communications Officer and a member of the Unilever Leadership Executive in April 2010.

Keith is responsible for the Marketing, Communications and Sustainable Business functions, a role which has seen him lead the creation of the Unilever Sustainable Living Plan, direct significant advances in digital marketing and through Unilever’s #Unstereotype initiative, create the #Unstereotype Alliance with UN Women, bringing together 24 companies to remove the portrayals of unhelpful stereotypes from their advertising by 2020.

Keith explained that Unilever is focused on "brands with purpose" in this area. He added that "brands with purpose grow, companies with purpose thrive and people with purpose last". However, he also stressed that this needed activity to move beyond advertising and marketing to encompass actions.

The outcomes Cannes Lions and the ANA are pursuing are growth and value for the global industry and for society. As a brand marketer, how will you drive growth? Let us know your first and second priorities by checking off the two working groups you will commit to supporting.

Next issue we'll be covering Marketing Creativity & Innovation.

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