Forget the French Riviera’s yachts and rosé – the hottest ticket in Cannes this year was access to the future of marketing. That’s right, Gen Z took over the 2024 Cannes Lions Festival, proving that brands are finally starting to understand the power (and influence) of this digitally-savvy generation.
While Cannes Lions has always been a hub for creative marketing giants, this year marked a shift. The festival’s new initiative, LIONS Creators, put creators and influencers front and center, acknowledging their vital role in shaping brand strategies and connecting with younger audiences.
As Shaina Zafar, a Gen Zer herself and UTA Next Gen executive, aptly put it, “We’re passing the mic to Gen Z to talk about the hottest trends…to inform brands and empower creators.”
ZCANNES: A Festival Within a Festival
UTA Next Gen’s ZCANNES was the epicenter of all things Gen Z at the festival. This immersive experience, sponsored by major brands like Pinterest, Snapchat, and TikTok, hosted panels, dinners, and activations dedicated to understanding and engaging with young consumers.
“We’re lucky to have the world’s culture-defining creators showcase their content on Spotify,” shared CJ Stanley, Spotify’s co-head of Global Communications. This year, the streaming giant tapped Gen-Z artists like Shaboozey, Benson Boone, and Tyla to headline their legendary beach party, a testament to their commitment to connecting with a younger demographic.
More Than Just Flashy Parties
ZCANNES wasn’t all about beachfront concerts and Instagram-worthy moments (though there were plenty). The festival also facilitated important conversations about influencer marketing, diversity, and representation in the creator economy.
eos, for example, flew out six Gen Z creators, including Stacy Thiru and Serena Kerrigan, to participate in panel discussions about navigating influencer marketing and centering diverse voices in historically exclusive spaces.
Pinterest Creates a Real-Life Pinterest Board
Pinterest took experiential marketing to the next level with their Pinterest x ZCANNES Recess, an immersive activation that allowed attendees to step inside a real-life Pinterest board. With interactive activities and displays showcasing Gen Z trends, Pinterest cemented its position as a go-to platform for inspiration and discovery.
A New Era of Collaboration
Cannes Lions 2024 signaled a new era of collaboration between brands and Gen Z creators. As creator Robyn Delmonte noted, “It’s just so refreshing and necessary for conversations about the creator economy to actually involve creators.”
By giving Gen Z a seat at the table (and a microphone!), this year’s festival highlighted the importance of authentic engagement, diverse representation, and a deep understanding of what makes this generation tick. The future of marketing? It’s looking bright, bold, and powered by the creativity and influence of Gen Z.
What are your thoughts on Gen Z’s impact on the marketing world? Share your thoughts in the comments below!
