CANNES – Sustainability this year got more attention at the Cannes Lions International Festival of Creativity, another watershed moment for the advertising industry as agencies develop environmental, social and governance strategies.

“At the risk of sort of oversimplifying, it’s really about doing the right thing and sticking to your values as a company,” Jemma Gould, chief sustainability officer at IPG, said in this interview with Beet.TV contributor Tameka Kee. “So, not having them just be a plaque on the wall that nobody looks at, but really living those values every day and thinking about what kinds of actions we can take as a company to make those values come to life.”

While agencies are a major part of the marketing and communications supply chain, they’re not household names in the same way as their clientele: brands.

“Brands, actually, they’re leading the charge, and brands are the ones that are consumer-facing,” Gould said. “Consumers are tough customers. They’re cynical. They’re smart, and so they don’t want empty pledges. They want real action, and they want to buy brands that not only they love, but brands that they believe in.”

You’re watching coverage of the Sustainability & Responsible Marketing Summit at Cannes Lions 2023, presented by Adlook & Sharethrough. For more videos from Beet.TV’s Cannes Lions 2023 coverage, please visit this page.