Sustainability, the biggest opportunity for people and society to embrace innovation ever since digital transformation. By integrating creativity, technology and digitalization, we can create new business momentum to drive growth through good. From competition to collaboration, agencies can use their creativity and influence to help businesses and society to create a green ecosystem with lasting impact while connecting business strategy with sustainable development goals.”
Jean Lin, Global Chief Culture Officer, Dentsu Group Inc., joined 2023 MMA IMPACT and delivered a keynote speech “Innovation for Good - The Power of Sustainable Innovation”.
As the Jury President for 2023 Cannes Lions Sustainable Development Goals (SDGs), Jean took insights into the award-winning SDG works showcasing the new opportunities for growth and transformation and the roles and initiatives that creative and marketing industry can take.
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This year, I had the privilege of serving as the Jury President for the Sustainable Development Goals (SDGs) Cannes Lions. Throughout my previous experiences as a Cannes Lions Jury President (Cyber Lion 2015, Digital Craft 2018), I have always appreciated the unique dynamics that each jury brings. However, the SDG Lions jury was particularly exceptional.
With members representing diverse sustainability backgrounds and engaging in sustainability practices in various ways—creative, specialist, strategist, or leading a solar energy company—the jury showcased the multitude of perspectives required to create real impact and solutions for the world.
I was especially grateful to have Rob Skinner representing the United Nations and keeping us on track with the original intent and essence of the United Nations’ Sustainable Development Goals as we discussed the complex issues, solutions, and the largest innovation opportunity for mankind in the decades to come.
During the judging process, we established several key criteria for awarding the medals:
01 Real Solutions, Not Just Stories.
02 Measurable Impact and Social Values.
03 Scale, or Potential to Scale.
04 Connection into The Company’s Business Strategy.
The submissions we received reflected the diverse world we now live in post-COVID. Beyond addressing gender equality and reducing inequalities, we witnessed compelling work in areas such as good health and wellbeing, decent work, and economic growth.
While many assume that impact at scale requires a digital or tech-driven solution, this year's submissions demonstrated that a science-based foundation coupled with a deep understanding of communities and natural resources can achieve remarkable results. While data and technology play a supporting role, they are not the sole driving forces behind sustainable development. The most outstanding work featured creative solutions that are scalable, even if they are not solely technology-driven. An example of this is Dogs Without Boarders.
Creativity and purpose have the power to mobilize a coalition for change.
We were pleased to see a stronger collaboration among the private sector, innovators, and policymakers to bring about systemic change. Creativity serves as a unifying force, inspiring people and fostering collaboration. We prioritized work that delivered practical solutions rather than mere stories and examined how it could travel across borders while aligning with purpose and business demands. Entries addressing gender equality and focusing on good health and wellbeing, decent work, and economic growth demonstrated the world we live in today.
Similar to the impact that digital had two decades ago, sustainability will fundamentally transform the way businesses operate and how individuals interact with organizations, governments, and each other.
We need to shift our mindset from competition to collaboration. To make sustainability tangible, we must integrate it into every facet of business operations.
At dentsu, our greatest talent lies in our ability to influence how people think, feel, and act. We work alongside our clients to understand consumer behavior, identify growth opportunities, pivot product strategies, and position them in the marketplace to capitalize on emerging possibilities. This unique positioning allows us to help our clients drive demand for a more sustainable and inclusive way of living.
Through dentsu good, we partner with organizations and brands to incubate, accelerate, and integrate Growth through Good, to evolve dentsu into a B2B2S (business to business to society) enterprise.
Despite the uncertainty of our times, brands possess the power to drive real progress in Sustainable Development. The advertising industry has a pivotal role to play in designing solutions that align perspectives and inspire individuals and businesses to make choices that benefit society and our planet.
When belief meets behaviour, a kinder connectivity is born to make the world better.
