Insider convened a panel of leaders from Diageo, Mastercard, and Goodby, Silverstein & Partners at Cannes Lions. The speakers said it's important to understand your brand's context in order to decide what purpose initiatives it should align with. 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. 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.

---

Persons: Bud Light, Raja Rajamannar, Cristina Diezhandino, Jeff Goodby, Silverstein, Jasmine Enberg, Joi, Marie McKenzie, McKenzie, Gen Z, Diageo's Diezhandino, Goodby, Rajamannar, Intelligence's Enberg, Enberg Organizations: Diageo, Mastercard, Silverstein, Partners, Cannes Lions, Morning, Cannes Lions International, Insider Intelligence, BMO Locations: Spain