At Cannes Lions 2025, Propeller’s Head of Global Clients and Outvertising Communications Co-Director, Anthony Leeds, moderated a vital conversation at the Empower Cafe during the Outvertising Takeover.
The session, featuring Chris Dunne, CEO of Outvertising and Head of Marketing at Thinkbox, and Nafissa Norris, Membership and Engagement Account Director at The Conscious Advertising Network, explored how brands can embed authentic LGBTQIA+ inclusion on their work, and why the industry can no longer afford to sit back.
A Critical Moment for Inclusion
The panel began by addressing the growing backlash against diversity and inclusion. While a vocal minority dominates headlines, the data tells a different story: two in three Brits under 60 support LGBTQIA+ equality, and 65% of Americans want brands to promote diversity.
The global LGBTQIA+ market is estimated to be worth nearly $4 trillion, a clear commercial incentive for brands to step up. However, tapping into this opportunity isn’t as simple as just publishing a campaign.
Chris Dunne noted that fear is one of the biggest barriers for brands: fear of “getting it wrong” or being criticised. Outvertising’s new Advocacy Playbook was developed in partnership with the Conscious Advertising Network to break down those barriers, offering both the business and ethical case for inclusion - as well as a clear framework to make it happen.
Turning Good Intentions into Impact
Nafissa Norris explained how the Conscious Advertising Network collaborated on the Playbook to help brands move from intention to action.“It’s about giving you the courage and the tools to take the next step.”
The playbook is designed for everyone, not just senior leaders or HR teams. It offers practical guidance on everything from building inclusive workplaces to delivering authentic campaigns, ensuring that representation is baked into every stage of the creative process.
Start with Your Own Organisation
Both panellists stressed that inclusion must start internally. Brands should engage their own LGBTQIA+ employees for authentic insights, develop clear inclusion guidelines and ensure diverse voices are represented throughout creative and production stages.
As Chris put it: “There’s no point going straight to public outpourings of support if you haven’t got your basics in place first.”
This inside-out approach not only protects brands from missteps, but also builds trust with audiences who expect genuine commitment rather than performative gestures.
Preparedness Over Fear
One recurring theme was how to handle backlash, an unfortunate but real challenge in today’s climate. Nafissa urged brands not to shy away from inclusion for fear of criticism, but to prepare with robust social media and PR strategies and to support the talent featured in campaigns.
The panel cited the E45 campaign, winner of Channel 4’s Diversity in Advertising Award, as a best-in-class example. By placing trans+ stories at the heart of its work and preparing the business at every level, E45 demonstrated how inclusion can be done with authenticity and impact.
A Call to the Industry
Cannes Lions is a global stage where industry leaders set the tone for the year ahead. This conversation underlined the need for brands to go beyond token gestures and embed inclusion into the core of their strategies. As Nafissa put it, “it’s about progress, not perfection. Even small steps can make a big impact when done authentically.”
Chris added a reminder that inclusion is not only a moral imperative but a commercial opportunity:“The world is only getting more diverse. Brands that fail to embrace this are missing out on a vibrant, loyal and growing audience.”
What’s Next?
The message from the Empower Café was clear: allyship is no longer enough. Brands must take action, both internally and externally, to ensure their advertising reflects and supports the communities they serve.
Download the Advocacy Playbook to discover how your organisation can turn intention into meaningful action.