Despite the global push for eco-conscious practices, sustainability took a backseat at this year’s Cannes Lions Festival. As advertising industry leaders gathered to celebrate creativity, one crucial question lingered: Why wasn’t sustainability front and centre in the world’s premier advertising event?

Our Co-Managing Director, Ed Fletcher, attended Cannes Lions 2024 for the first time and shares his insights on advertising sustainability in Campaign UK.

His key learnings include:

• Sustainability was sidelined at Cannes Lions 2024, missing a crucial opportunity to address climate issues in creative advertising
• A shift from greenwashing to “greenhushing” was observed, with brands reluctant to openly discuss climate plans and eco-friendly marketing strategies
• The advertising industry must move from talk to action, integrating measurable sustainability into all aspects of work, promoting sustainable creativity in advertising

READ ED’S FULL ANALYSIS OF CANNES LIONS APPROACH TO SUSTAINABILITY & IMPLICATION FOR THE AD INDUSTRY IN CAMPAIGN UK.