Events & Experiences

Far from a return - this is a revolution of rising expectations

COVID-19 has clearly been an inflection point, fundamentally reshaping how we live, work and socialize; and leading us to re-evaluate fundamental issues of economic, social and racial equality. Some of the changes wrought will be lasting while others will be temporary. 

The Big Reset - the theme for this year's Cannes Lions Festival of Creativity - is apt as both consumers and marketers re-evaluate the role that brands could and should play to drive progress. As bracing as the crisis has been, it is transforming what consumers expect of us as an industry and what we should expect of ourselves as marketers. Marketing as a discipline is being given – and is expected to deliver –against an increasingly broader remit: with brands no longer being mere providers of products and services, but as change agents of our cultural, social and economic context.