Keynote knockouts from RISE 2024
Today marks two weeks since RISE 2024. For those of you who were there, thank you again for making it such an unforgettable day. To those who weren’t - there will be a new chance next year! Campaign has summarised the key learnings from the day - and keep an eye on our social channels and these newsletters for videos, starting right now with Ali's welcome. Read on for a link to the powerful keynote delivered by Diageo's CMO. (Re)watch, subscribe, and share with your team.
ARE WE LEAVING BOYS AND MEN BEHIND?
The Unstereotype Alliance panel with Sara Denby was the mic-drop moment of the day at RISE.
“One of the biggest threats to gender equality today is the views of younger men. Research from King’s College London’s Policy Institute and Global Institute for Women’s Leadership and IPSOS shows that the gender split is the starkest amongst young people, around how helpful the term toxic masculinity is. Archaic attitudes towards gender still prevail.”
A UN Gender Equality attitudes study found that:
- 40% of people believe it's a man's job to earn money.
- 51% believe women should work less and devote more time to family.
This is a crisis in the making. As marketers, we have a responsibility to portrait more versions of men and masculinity. Creativebrief was there, and has summed up the panel beautifully.
DIAGEO'S DIEZHANDINO:
"PROGRESS OVER PERFECTION"
Delivering the keynote at RISE, Diageo CMO Cristina Diezhandino reminded us of the importance of pushing for progress ahead of perfection: “It might not be perfect from the beginning, but it is worth it.”
She also called on marketing leaders to embrace progressive media brands, and take their responsibility in recognising their impact in shaping the media canvas.
An example of this is the live descriptive audio commentary trial for the Guinness Six Nations, part of an ongoing drive to make the Guinness Six Nations 2024 Championship the most inclusive yet, supported by Creative Equals.
DEI DRIVES HIGHER GLASSDOOR SCORES
A new study by The Good Insight shows that DEI is a significant contributor to companies overall Glassdoor score, across company sizes and brand salience scores. The study points to DEI as the biggest driver of Culture & Values scores, with DEI contributing 30% towards Culture & Values scores, and is also joint second driver of the Overall scores at 20% together with Career Opportunities, and behind Senior Leadership at 31%.
Read more about the study, and key learnings from RISE by signing up to receive Creativebrief's upcoming trend report.