Cannes Lions: Lessons Learned and Looking Forward

This year UN Women is marking 30 years since the Beijing Declaration and Platform for Action and 15 years since UN Women itself was founded to drive gender equality and women’s empowerment for women and girls around the world. At these crucial anniversary junctures, we’re facing some of the most intense pushback we’ve seen in decades. 

Women’s and girls’ rights are under serious threat: Discrimination is rising, legal protections are weakening, and while technology has given us incredible tools, it’s also being used to silence voices and spread harassment with bias in AI and algorithms a growing concern.

It is in that context that the Unstereotype Alliance took to the Cannes Lions International Festival of Creativity and marked another milestone – its 8^th anniversary. As we move into our 9th year of action here is what we learned at the festival, what’s next for the Alliance, and why we are resolute in our mission to build a future free of stereotypes where ALL women and girls can thrive.

While some conversations and dedicated discussions around inclusive advertising were tempered or repositioned, there was a growing recognition of the positive commercial impact it can achieve.

Released last year, the Alliance's "Inclusion = Income" study provides empirical evidence that inclusive advertising drives positive commercial outcomes, allowing brands to choose both profit and people through authentic, unstereotypical representation.

At a discussion hosted by UK National Chapter ally WACL supporting its ‘Change the stats campaign’ the panelists shared data points and multiple examples that showcase the power of inclusive campaigns in building brand growth, consumer trust and ultimately, better commercial outcomes for brands.

Members shared corroborating evidence at the Unstereotype Alliance Member event too: research from The Unmistakables shows that 55% of the British public believes companies prioritizing inclusion are more likely to succeed, reinforcing the business case for diversity-focused campaigns.

This sentiment was echoed across the Festival: Edelman CEO Richard Edelman emphasized that purpose-driven marketing hasn't disappeared—it's become more personal, with consumers seeking brands that serve their lives, families, and futures.

Keith Weed (CBE), Champion of the UK National Chapter led a dynamic panel at the Unstereotype Alliance Member event about catalyzing inclusion for growth. The conversation featured insights and examples from Brisa Vincente (Co-CEO SOKO Droga5) and Christina Mallon (Head of Inclusive Design, Microsoft) on how inclusive approaches drive innovative thinking and creativity which ultimately, result in better performing campaigns and better products and user experiences.

Authentic representation has been a building block of the Alliance’s work since inception. At this year’s festival, L'Oréal's CeraVe received Kantar's Brand Blueprint Award for most inclusive advertising with their "CeraVe Grandma" campaign. This stellar example featured a 93-year-old female protagonist, challenging stereotypes around age, gender roles, and conventional beauty ideals. The campaign scored among the highest on the Gender Unstereotype Metric, demonstrating how authentic representation can drive both cultural impact and commercial success.

Singleton Beato led a powerhouse panel at LIONS’ ERA (Equity, Representation and Accessibility) initiative opening, featuring Unstereotype Alliance Members Beatrice Cornacchia from Mastercard and Carol Hutchinson from Microsoft, along with Keely Cat-Wells and Katy Talikowska. 

Beatrice called for going beyond inclusive campaigns and driving inclusive systems: “inclusion isn’t just a message, it’s a mission”. Mastercard’s move to become an engine of financial inclusion is proof that purpose and creativity must go hand in hand.

The importance of community-led narratives cannot be overstated. During an Unstereotype Alliance event, "Building an Inclusive Digital World", Rachel Lowenstein, Co-Founder and Chief Creative Officer of Neu Project spoke about #AutisticOutLoud, a project co-created with Getty Images and Hiki, that invited autistic individuals to shape their own visual narratives through self-portraiture. 

Our 12 National Chapters ensure that harmful stereotypes are tackled with a globally consistent, and locally relevant, approach. Tangible global impact will only come from a clear understanding of each local market's social and cultural nuances and through the commitment and actions of local actors. Our National Chapters are integral to the success of the Alliance’s mandate. 

In Cannes, speakers representing 4 National Chapters showcased diverse approaches to tackling harmful stereotypes across different cultures during a CMO Brunch hosted by Black At:

United Kingdom | Chloe Davis, Founder of It Takes A Village, set the scene by sharing the UK market context noting that that many companies are reframing inclusive advertising as a growth driver and essential strategy for reaching broader audiences. 

South Africa | Preetesh Sewraj, CEO of The Loeries, shared how the South African advertising industry places diversity at its core, positioning creativity as a force to heal, unite, and repair societies fractured by inequality.

Argentina | Pía Fittipaldi from Dove Argentina highlighted compelling research called "Disarming Stereotypes" that informs the chapter's agenda and catalyzes industry-wide action.

Brazil | Debora Moura of Artplan shared how the chapter is diversifying the advertising industry's future by investing in talent pipelines and strategically targeting students in underrepresented regions.

The choices we make today will determine whether technology serves as a bridge to equality or a barrier to inclusion. At this pivotal moment, industry leaders and global organizations are navigating how to approach the digital transformation of the ad industry and the world around it. During the Cannes Lions International Festival of Creativity 2025 we heard from a range of experts and advocates speaking on the role the advertising industry must play in building an inclusive digital world free from stereotypes. 

The challenge spans representation when using or building AI tools, to fundamental questions of trust. The 2024 Edelman Trust Barometer found that only 30% of respondents embrace artificial intelligence (AI) globally, while 35% reject it. This trust gap represents both a challenge and an opportunity for brands committed to inclusive practices. The overarching messages from our discussions focused on futureproofing representation and inclusion through community-led initiatives, data ownership, and AI training and education. Experts underscored that when AI centers lived experience and humanity, it can dismantle stereotypes, foster connection, creativity, and accessibility.

The future of digital inclusion depends not on any single innovation, but on our collective commitment to ensuring that technology serves humanity in all its diversity.

The 2025 Unstereotype Alliance Member Event served as a key moment for reflection, collaboration, and forward action. 

During a fireside panel with Carol Haynesworth, Executive Director of Impact and Inclusion at IPG., Deputy Vice Chairs of the Unstereotype Alliance Jacqui Stephenson (full title, Mars Incorporated) and Isabel Massey (full title, Unilever) shared the Alliance's 2025 strategy and highlighted collective progress. 

With 10 new members joining the Alliance in Q1 and Q2, the Alliance shows no signs of slowing. As we grow in size, we grow in impact and this momentum matters: recent research by Unstereotype Alliance and Kantar found that markets with Unstereotype Alliance presence saw more progressive representation in ads vs other markets in 2024..

The same analysis also found that both brand equity measures and short-term sales likelihood are higher for Unstereotype Alliance members than non-members. reinforcing both the results of the Inclusion = Income findings, and the impact that the Alliance is making across the globe., As Keith Weed (CBE), Champion of the UK National Chapter, reflected: “We now have a strong economic case for inclusion and Unstereotyping Advertising to add to the moral case. So, whether you’re driven by your head or your heart, now is the time to take action.”

After a week of discussions on creating a more inclusive digital world, unstereotyping across cultures and continents, and reiterating the impact of inclusive advertising to the bottom line, the Alliance is poised for another year of action.

A new AI working group, has been established to ensure the Alliance’s mandate to eradicate stereotypes is maintained through emerging technologies, and can be leveraged as a tool for inclusion of ALL 

The Alliance will continue to work on its proprietary frameworksto provide tangible, nuanced guidance for brands looking to create more inclusive ad content. 

A new AI workstream will help identify how marketing and advertising professionals can best embrace AI as a tool for inclusion and continue to futureproof their work against stereotypes.

The path to a future free from stereotypes involves embracing community-led initiatives, leveraging technology with intent, and maintaining unwavering commitment to authentic representations of all people across all aspects of the creative process.

The Unstereotype Alliance is ready to make that future a reality.