Ahead of her talk at Cannes Lions, NAACP chief marketing and communications officer on the absence of DEI at the festival, and what this means for the industry.

In Cannes Lions this week, Richard Edelman shared latest findings from Edelman Trust Barometer, showing people trust brands more than any other institution: 80% of people trust the brands they use, compared to just 54% for government and 55% for media. At same time, many brands in Cannes have stripped DEI from their campaigns for fear of backlash.

Aba Blankson, NAACP chief marketing and communications officer, was taking part in a panel on the challenges of taking a stance on social issues for businesses. She believes that this should come down to consistency, rather than convenience. It is put to Blankson that perhaps we should no longer be looking to brands to lead the way on social issues. “Brands can't chase cultural relevance while stepping back from the very communities that built their influence.”

In a poll of global chief marketing officers by the World Federation of Advertisers published this week, more than four-fifths of respondents said the operating environment was now riskier for brands. A similar number said they were taking more time to “agree what they stand for and how they articulate positions and values externally in their marketing communications”.

Blankson believes this is no longer just a question of ethics, but a matter of survival. “The real risk isn’t backlash; it’s irrelevance.”

For communications professional, this is precarious. Many will, unsurprisingly, be feeling paralysed by conflicting pressures. “Audiences today are deeply attuned to authenticity,” says Blankson. “If your brand has a clear purpose and values, speak from that place. Not every moment demands a statement, but every moment demands awareness.

“The key is to be principled, not performative. Have the courage to stand for something, and the humility to keep listening and evolving.”

At Cannes, the shift towards playing it safely has meant purpose has taken a backseat. Does this mean deliberate corporate culture is a myth, and that it is, instead, entirely susceptible to market trends? “Corporate culture isn’t set at the top anymore,” says Blankson. “Still, the CCO, CMO and CEO play a critical role as integrators of trust. Culture doesn’t come from chasing trends; it comes from aligning business decisions with core values.”

Blankson’s panel takes place on the final day of the festival. It is put to her that she hopes to imprint her audience with a new confidence and intention. She agrees that the session will be a call for clarity and courage. “This is a moment where strategy, storytelling and society are colliding. The brands that will endure are those with conviction; the ones who show up in ways that reflect who they are, not just what’s convenient.”