The group have identified that technology has the potential to do good and drive growth, but that work needs to be done to unlock this potential. On stage, Marc explained that consumers remain concerned about the ways brands use data and the potential job losses that could result from automation.

Marc pointed out the unintended consquences of the recent technology and data revolution. As well as a drop in consumer confidence, he highlighted how most people feel they have lost control of their data and identity as a result of tech. The outcome has been harsh regulation such as GDPR. In addition, in an increasingly tech-savvy world, STEM (Science, Technology, Engineering and Mathematics) jobs are growing but many students lack the access and skills they will need in the future to thrive.

Marc suggested that this is an area where marketers need to come together and act in a unified way if the message is to land with consumers. The group proposed some collected efforts:

1. Form a coalition for trusted data collection
2. Launch a research study to measure consumer attitudes to data collection
3. Form a consortium for technology job creation
4. Create an alliance for 5G technology education

A great example of a piece of work that embraced the final point is the "Field Trip to Mars" campaign that won big at Cannes Lions in 2016. It used the latest VR and AR technologies to bring learning to life for school children.

Sirma Umur is the Global Brand Building Vice President at P&G. She explained that the company is using technology to become more sustainable but that they have had to learn how to collaborate in order to really embrace sustainable practices.

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 Creativity & Innovation.

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