Talking purpose with young marketers at Cannes Lions

During last week’s Cannes Lions International Festival of Creativity, I had the pleasure of hosting a session with 30 of the most promising young professionals at the Marketers Academy with author and Academy Dean, Jim Stengel.

At the LEGO Group, we really appreciate how important it is to nurture the next generation. So, it was refreshing to see the range of incredible talent that is emerging in the creative industries, all bringing a different perspective to the sector. This diversity of thinking is becoming ever more important. Marketing is an evolving discipline and the abilities required to be successful now – for both brands and marketing professionals – are unrecognisable from even a few years ago.

One of the key trends in marketing has been the emergence of brand purpose and the central role it plays across businesses of all shapes, sizes and sectors. It was also at the heart of the conversation in Cannes, its importance confirmed by the campaigns that won many of the Grand Prix categories.

It was great to see that this passion for purpose was shared by the young people at the Marketers Academy, reflecting the wider expectations of the millennial generation. We also discussed the role that marketers can play, translating a company’s values from a list on the office wall to guiding everything it says and does.

Created by our founding family 87 years ago, our company values are well-established and guide us in our day to day work for the LEGO Brand. Whilst we have a strong purpose, we also understand that leadership has a continued responsibility to help every employee connect with these principles. That’s why initiatives like the annual Play Day, when all 17,000 people in the company down tools and play, are so vital, reminding us of the purpose behind our day-to-day.

At the same time, it’s essential that our teams reflect the broad range of children, families, adults and communities we serve. Diversity is, therefore, another key priority across the LEGO Group. Not as a box-ticking exercise but as a genuine driver of creativity, innovation and collaboration. It’s something we all have a responsibility to deliver.  

It was great to see a similar mix at the Academy. After all, those young people in the room – and many others like them around the world – are the ones who will ultimately deliver the future of our industry. Indeed, of all the fascinating ideas and learnings I took away from the session, the need to create a culture in which diversity is celebrated, creativity is championed and innovation can come from anywhere was perhaps the most important. Do that and there can be little doubt the next generation have the skills, passion and ideas to help businesses evolve. Fail, and they may just change the world without us.