Cannes Lions 2019: To Cultivate Creativity, We Need Opportunity for All

When hiring new employees, many companies say they want people who are a good “cultural fit”. This sounds great when you say it out loud, but as employers and leaders we need to ask ourselves what does this really means? Are we trying to attract employees who will complement their teams with fresh perspectives and creative ideas, or are we simply looking for people who fit a particular mould?

 The latter scenario might result in a harmonious environment, but it’s not a recipe for diversity of thought or for an inclusive and creative workforce.

 Across the advertising industry, there is widespread agreement that we do not want more of the same. Here at the Cannes Lions, the truth that rings out louder than the rest is that creativity is essential for brands that want to thrive in an increasingly digital world, and that the stories which resonate with today’s audience reflect the broad range of cultures and backgrounds they come from.

This is especially true of younger generations. According to eMarketer, nearly 70% of individuals aged 18 to 34 are more inclined to consume media that features a multicultural cast. When it comes to buying products, 65% of young people prefer to shop from retailers that offer a “more robust” selection of multicultural products. 

 Showing self-awareness

The creative industries have some work to do to deliver on this expectation. Less than 2% of attendees at Cannes are from minority backgrounds or come from underrepresented communities. Encouragingly, this figure comes from the Cannes Lions themselves, which shows both self-awareness and a commitment to addressing this imbalance with immediate action. This year’s festival has dedicated an entire stream of programming to the diversity gap and its effect on advertising, with the aim of driving change and championing creativity for all.

The Cannes Lions have also partnered with the Cannes Can: Diversity Collective (CC:DC) on a new initiative called Inkwell Beach, inspired by the infamous Inkwell Beach in Martha’s Vineyard that has become a haven for diversity, affluence, and creativity. We are proud to sponsor the Cannes incarnation of the Beach, where attendees will see first-hand why an inclusive approach to creative is essential to serving today’s population. 

The project is spearheaded by Adrianne C. Smith, Founder of the Cannes Can: Diversity Collective and Managing Partner of Vision Corps Media Group, who fully appreciates the link between equal representation and business success. Consider the example she recently shared in an interview with Forbes: “The African American buying power is well over $1 trillion,” she argued. “If we were a country, we’d be one of the top 20 largest countries”. The point here is that inclusivity is not just ethical, it makes economic sense.

 Opportunity parity: our real goal

Access to opportunity should not be reserved for certain groups of people. This is easier said than done, but when everyone has access to the tools and inspiration they need to exercise their creativity, everyone has the same opportunity to explore and apply their unique point of view to the products and services we create. And that means that we collectively create customer experiences that serve all of society.

Some of the world’s most successful brands have followed this wisdom for years. Apple, Gillette, Nike – these are not niche companies operating on the creative fringe. They are global players that understand how broad their audience is: it includes everyone. I defy anyone to watch Nike’s Dream Crazier campaign without getting choked up (it certainly got the viewers’ attention during this year’s Oscars).

 An inclusive workplace equals better performance

Of course, diversity doesn’t have to start with big campaigns and celebrity endorsements. It starts from within. According to Campaign magazine, many brands today reject pitch teams without an even split between genders or in some case, ethnicity. This is not about perception, it’s about creating work that reflects the needs of a truly global and diverse audience.

At Adobe, we believe it’s crucial to create an environment where people from any background feel at home. Most importantly, everyone should feel encouraged to share their ideas. Not only does this breed a healthier dynamic between employees, it also ensures that the creative spark behind our technologies is based on a complete view of the market we serve, rather than reflecting the needs of a select few. 

It’s impossible to over-stress the importance of opportunity parity. Everyone deserves respect and equal treatment regardless of gender, race, ethnicity, age, disability, sexual orientation, gender identity, cultural background, or religious beliefs. Indeed, opportunity for all is the biggest driver of positive change.

When people feel appreciated and included, they are more creative and innovative, which also makes our business more successful. There is a correlation between a strong diversity and inclusion strategy and financial performance. 2018 research from McKinsey shows that greater diversity in the workforce leads to greater profitability and value creation.

The same holds true at the executive level, where there is a strong correlation between diverse leadership and better performance. Researchers have found that companies in the top quartile for ethnic diversity among their executives are 33% more likely to have above-average profitability than companies in the bottom quartile. When it comes to gender diversity, those in the top quartile are 21% more likely to have above-average profitability.

A virtuous cycle

Hearing the level of discourse around diversity and opportunity at Cannes shows that brands everywhere are taking this seriously. With regards to how we build our teams at Adobe, it has only reinforced my belief that cultural fit should be about broadening our mind-set and expanding our capabilities as a business.

I’d be the first to admit that all brands, including Adobe, has strides to make in this areea, but between achieving gender pay parity in the US, being named a Best Workplace for Diversity by Fortune, and inspiring the young creatives of tomorrow though initiatives like Cannes Lions Education Summit, I like to think we’re on the right path. Each milestone sets the bar higher, helping us to attract more diverse hires and continue evolving, creating a virtuous cycle of growth, success, and opportunity for all.

Learn more about Adobe for All, our company-wide programme to create a more inclusive workplace.