Reflecting on Cannes Lions 2024: How Last Year’s Trends Are Shaping 2025
When the GingerMay team returned from the Cannes Lions 2024, we identified three key trends that shaped the conversations: Artificial Intelligence (AI), Sustainability, and Diversity, Equity & Inclusion (DE&I).
As the global advertising community prepares to gather at Cannes Lions 2025, now is an ideal moment to reflect on how these trends have since developed. What we see is that these weren’t passing topics; they spotlighted ongoing challenges and opportunities that are still evolving across the industry.
Trend One: AI is here to stay
At Cannes Lions 2024, AI was undeniably the centrepiece of discussion, with the festival buzzing about predictive personalisation, creative automation, and generative content. Brands showcased innovative, AI-powered campaigns and tools, setting the stage for a new era of creativity and efficiency.
Today, AI is embedded into the advertising ecosystem. Adtech platforms have significantly scaled AI applications, but the conversation has shifted. The industry is moving beyond pure innovation, utilising AI to drive accountability and deliver tangible ROI.
At the same time, ethical considerations and regulatory developments are reshaping how AI is deployed. Responsible AI use — protecting consumer trust while maintaining creative excellence — is now central to industry discussions.
Our key takeaway: AI remains pivotal, but the focus has moved from experimentation to accountability and strategic value.
Trend Two: Sustainability should be everyone’s priority
At last year’s Cannes Lions, sustainability was a core theme with calls for the industry to prioritise purpose alongside profits. Panel after panel emphasised the need for urgency and responsibility.
However, recent admissions from leading tech companies – including Google and Microsoft – that they may fall short of their carbon reduction goals due to AI’s energy demands, highlight the complexity of sustainable innovation. The challenge is clear: the industry must find ways to innovate without compromising environmental commitments.
At GingerMay, as a proud B Corp organisation, sustainability is embedded in our ethos. It’s our belief that the advertising industry has a responsibility not only to promote positive change but also to reduce its own environmental footprint.
Our hope: That the industry will double down on its commitment to climate action, even as it continues to embrace new technologies.
Trend Three: Diversity and inclusion must remain on the agenda
At Cannes Lions 2024, DE&I discussions focused on the importance of inclusive storytelling, equitable hiring practices, and improved representation in creative work. Progress was visible, and the momentum was encouraging. Yet political shifts that have taken place since last year’s Cannes Lions, including Trump’s return to office and the rollback of DE&I initiatives at major tech organisations like Amazon, Disney, Google, and Meta, have introduced new challenges. This highlights that the path toward true equity and inclusion is never linear; it requires persistent effort, especially when facing resistance.
Our belief: The industry must continue championing diversity and inclusion, ensuring it remains a core pillar and not dismissed as a passing fad.
Looking Ahead to Cannes Lions 2025
As we anticipate the 2025 festival, we expect AI, curation, and retail media to be prominent themes, ensuring Cannes Lions remains the epicentre of innovation in advertising globally.
If you’ve got a hot-take on these themes, or would like to connect with the GingerMay team at Cannes Lions this year, we’d love to hear from you – you can get in touch with us here.