Marketing leaders were urged not to let external pressures — like those recently faced by Bud Light and Target — keep them from taking risks and aligning with purpose. 

The comments were made by panelists to a room of more than 100 marketers at the Cannes Lions International Festival of Creativity 2023, hosted by Insider.

Speakers on the panel included Raja Rajamannar, chief marketing and communications officer and president of healthcare at Mastercard; Cristina Diezhandino, chief marketing officer at Diageo; Jeff Goodby, co-chairman at Goodby Silverstein & Partners; and Jasmine Enberg, principal analyst, social media at Insider Intelligence.

The event was moderated by Joi-Marie McKenzie, editor in chief of Insider Life, who opened the session by acknowledging that bravery in marketing is a hot topic right now, especially because of the growing power of the emerging generation. "It's crucial to acknowledge the driving force behind much of this radical change," McKenzie said. "Yes, Gen Z — the staggering 68 million Americans under the age of 24."

McKenzie cited Insider's recent research, which tapped 2,000 respondents using two methodologies — a quantitative survey and an A/B test to assess reactions to ads surrounding certain types of content. 

About 74% of the respondents said that they feel fulfilled buying from brands they consider brave, and 63% feel fulfilled buying from brands that stand up for what they believe. 

The survey also showed that consumers respond to advertising that surrounds first-person storytelling, which the data shows results in a 20% higher purchase consideration. 

The speakers talked through examples of bold initiatives from their own brand work, including Diageo's 2022 "She" Christmas ad for J&B that ran in Spain, featuring a grandfather who learned how to put on makeup to support his transgender granddaughter.

Diageo's Diezhandino explained that the team was surprised at the overwhelmingly positive reaction to the ad, which was launched in a local market but achieved global visibility.

She cited the passion and sensitivity of the ad's female director as one reason it was so well received. "That's really at the heart of this work and that's how I would think about work of this nature," she said. "We are in the business of celebration and there's no better celebration than one that includes everyone." 

Goodby spoke about how important it is to understand the brand "context" when creating these kinds of campaigns. "Every brand has a context ... and the context of your brand has to be taken into account," he said. "What is the platform that you're building on? What's the past of the brand? What do people think of the brand? Does your brand give you license to do this kind of thing?" 

Mastercard's Rajamannar spoke about the company's True Name card, which debuted in 2019 and allows the customer to use whatever name they wish, which is particularly important for the trans community. When they first rolled out the card, they couldn't find a bank that would touch it, until finally BMO agreed to join forces. Now it's available in 35 countries around the world. 

"If you genuinely and sincerely stick to the purpose, profits will follow," Rajamannar said. A Mastercard spokesperson confirmed to Insider that True Name is a "profitable purpose-driven card".

Brands need to expect that their significant initiatives are going to attract attention, which will sometimes be negative.

Insider Intelligence's Enberg said, "One of the most important things to remember as a brand, as you're thinking about taking a stand, when you're thinking about being brave, is that when you do your voice is going to be amplified. You will probably also be put under a microscope."

"Make sure that when you do it you're careful in terms of the issues you stand for," Enberg said, "making sure you are representing your brand values, making sure you understand your target audience." 

Recent high-profile backlash against Bud Light, Target, and others could have a chilling effect on creativity, something Goodby said companies should resist. 

"Do not let things like this make us careful about what we do," he said. "Because we can't be careful. We have to take chances and we have to do things and we have to represent something. Own it and go forward with it."

Editor's note: June 21, 2023: The original story included a quote from Rajamannar from the event about the True Card, which was was replaced with a statement from Mastercard.