Cannes x Weischer.JvB: Sustainability

The Cannes Lions have unveiled their program for 2022, focusing on global trends and priorities set by the industry for advertising. The 2022 program will center around the following themes: Sustainability, DE&I (Diversity, Equity, and Inclusion), Talent, Data & Technology, Business Transformation, and Creative Effectiveness. These themes will be presented and discussed by successful CEOs, CMOs, activists, and the most awarded creatives globally, as is customary each year. In this post, we will delve into the topic of sustainability at Cannes and explore it from Weischer.JvB’s perspective.

Cannes Lions already feature the “Sustainable Development Goals Lions,” recognizing creative problem-solving or other initiatives that leverage creativity and have a positive impact on the world. This award aligns with the UN’s sustainability goals, actively supported by Weischer as well.

Submitted works must demonstrate their contribution to or advancement of the 2030 Agenda for Sustainable Development in the areas of people, planet, prosperity, peace, and partnerships. There are five categories within the award: people, planet, prosperity, peace, and partnership (learn more about the categories here).

The evaluation considers a set of criteria weighted as follows:

  • 20 % idea; 20 % strategy; 20 % execution; 40 % impact and results.
  • All participation fees are donated to relevant organizations, to be announced shortly before the festival.
  • Credibility is crucial when it comes to sustainability. “Greenwashing” is quickly exposed in today’s context. One cannot claim to be environmentally conscious and then engage in short-haul flights. An exemplary case is Greenpeace, where anything that can be reached within 24 hours by train, must be traveled to by train, not by air.

But how can one recognize greenwashing? It requires careful consideration and close scrutiny. Often, there are only small green beacons in the dark jungle of consumption. Every brand must have a clear stance to thrive in society, and sometimes the world is made better by a few small steps.

A shift in awareness occurred in the German population during the pandemic: 69% of Germans state that they want to exclusively or more often buy from sustainable companies post-pandemic. This sentiment is even higher among 25 to 34-year-olds globally, at 83%. Moreover, 52% indicated having an emotional connection to products or companies perceived as sustainable. 80% of consumers have reconsidered their purchasing behavior, placing more value on environmental friendliness, social responsibility, and inclusivity (Capgemini Study, May 2020).

Not only consumers but also cities are actively working on concepts for sustainable and eco-friendly urban living. Environmental considerations take top priority in the development of these “Smart Cities”.

In this context, Out-of-Home (OoH) takes the initiative and assumes responsibility for public spaces. Through sustainable OoH targeting and the use of eco-friendly advertising mediums, Out-of-Home can contribute to climate protection. We firmly believe that sustainability should play a role in media targeting. To make media campaigns measurable and adjustable based on sustainability parameters, we developed a product in early 2020: Weischer.Green.

As a UN Supporting Partner, Weischer has been supporting the UN’s sustainability goals for several years, and with Weischer.Green, we are not only showing initiative, but also taking responsibility for public spaces and our Out-of-Home campaigns for clients. Using Weischer.Green, we calculate the CO2 footprint of (D)OoH campaigns, minimize it as much as possible, and neutralize the remaining emissions accordingly. By adopting a sustainable approach to OoH and utilizing more climate-friendly advertising mediums, advertisers can make their media planning more CO2-efficient. This ensures that not only promoted products or actions are sustainable but also the way in which they are communicated.

As we always strive to stay at the forefront of sustainability, we look forward to the latest industry insights and experiences from Cannes and look forward to sharing them afterward.