The Role of Social Good in Creative Industries
The creative industries face ongoing scrutiny for sometimes straying away from genuine social good, with instances of perfunctory efforts seemingly becoming more prevalent. However, there is a different narrative emerging from AKQA, as seen through the lens of this year’s Future Lions winners. These young innovators are demonstrating a commitment to creativity driven by authentic social action, a sentiment echoed in campaigns from leading brands like Dove, LEGO, and collaborations between Pantone and Adobe.
The Future Lions competition, now in its 19th year, was founded by AKQA in partnership with the Cannes Lions International Festival of Creativity. This initiative has been pivotal in spotlighting emerging talent and enhancing diversity and widening access within the creative industry, offering young people a platform to showcase their innovative ideas- awarding them a Lion trophy before they have even graduated.
Supporting Marginalised Communities
One of the most notable trends among this year’s Future Lions entries is their focus on developing technologies to support often marginalised communities. Out of the four winners set to be announced, half are dedicated to creating solutions that address the needs of often-overlooked groups. Historically, creative sectors have been known to exploit communities through inauthentic initiatives leading to what many describe as emotional capitalism, where brands commodify human emotion for profit. However, this new generation is flipping the script, empowering groups of people with projects that carry the benefit for all. This is similarly reflected in Dove's Real Beauty Pledge campaign, which continues its long-standing commitment to challenging beauty standards by showcasing thousands of images of real women, celebrating diversity and promoting self-esteem through powerful visuals and personal stories.
In our experience of working closely with the schools involved in the Future Lions competition; we noticed a genuine desire among young creatives to foster meaningful innovation with lasting impact. This shift indicates a movement away from superficial gestures towards substantive, cogent work. The commitment to social good is not just a trend but a core principle driving the creative endeavours of gen z.
Innovative Use of Technology
Another key aspect of this year’s Future Lions winners is their innovative application of technology. All the winning projects feature ground breaking technological solutions aimed at addressing real-world problems that reach vast swathes of diverse audiences. These young innovators are digital natives and their submissions reflect a drive to make technology more accessible and beneficial for all. They are taking pre-existing technologies and applying them in unexpected ways. From healthcare to accessibility to making daily commutes easier - everyone can benefit.
Even outside of Future Lions, within our own projects at AKQA; we craft world changing innovations to enable the communities we serve to lead better lives. Action Audio is an exemplary case of using technology for social good. Developed to help visually impaired audiences follow tennis games in real-time, this initiative showcases how technology can bridge gaps and create inclusive experiences by applying existing data sets in new ways. Such innovations set a benchmark for what can be achieved when technology is harnessed with a purpose. Similarly, The LEGO Group’s Green Champions campaign focuses on environmental education and sustainability through interactive digital content and building kits designed to teach children about renewable energy and conservation, inspiring the next generation of eco-conscious builders.
Future Lions Evolution
The evolution of the Future Lions competition itself is a testament to the shifting priorities within the creative sector and for the new cohort of creators. Last year’s entries, for example, focused heavily on safety and innovation through a partnership with Volvo Cars, emphasising logistical advancements like a native car navigation system that helps drivers find the nearest EV charging stations powered by renewable energy.
This year’s winners have shifted into finding solutions that can improve lives by placing greater emphasis on accessibility to digital content. While technology remains at the forefront, the primary drive is now towards creating inclusive solutions that cater to the needs of all society. This shift signifies a broader understanding among young creatives that social good and technological innovation are not mutually exclusive but can, and should, coexist harmoniously. This perspective is shared by collaborations like Pantone and Adobe's Glowing, Glowing, Gone campaign, which creatively addresses climate change by raising awareness about coral bleaching through the development of a new colour that highlights the urgent need for marine conservation.
The role of social good within our industry is not only evolving but is being redefined by the next generation. As this sector continues to evolve, it is clear that the future of the creative industries lies in its ability to marry creativity with social responsibility, ensuring that every campaign, every solution and every application of technology not only resonates with audiences but also contributes to a better, more inclusive world.
