Beyond the Label: What Cannes Lions Taught Me About the Future of Consumer Products

Hey y'all. I just back from one of the most creatively charged experiences I’ve had in a long time: Cannes Lions 2025.

This wasn’t just another conference or a parade of glossy campaigns. It was a clear confirmation of what I’ve felt for years: at the intersection of technology, culture, and consumer behavior, we are being called to build smarter, more human-centered products—and to tell better stories.

At Journey Foods, we’ve always been focused on data—nutrition, ingredients, sustainability. But Cannes reminded me that the future belongs to companies that also master narrative, context, and connection. We’re not just solving for functionality anymore. We’re designing for identity, trust, and emotional resonance.

Here are five powerful lessons I brought home with me:

1. Creative Intelligence Is the New Competitive Edge

The most effective consumer campaigns weren’t driven by the most data—they were driven by the most insight. Cannes made it clear: data volume doesn’t win. Context, culture, and clarity do.

Whether it’s food, skincare, fashion, or tech, consumers now want to understand how a product reflects their values. What does it say about their health, heritage, ethics, or aesthetic? This is where we’re doubling down: transforming raw data into meaningful, actionable stories that actually connect.

2. The Future of Sports Is Consumer-First and Hyper-Personal

As someone who grew up as a nationally ranked athlete, the conversation around sports and consumer engagement really resonated. The future isn’t just about sponsorships—it’s about personalized fan ecosystems built on behavioral insight.

From athlete-led content to wellness-driven product lines, brands are finally catching on that fans don’t want to just watch—they want to be seen. They want customized experiences that feel culturally relevant and emotionally intelligent. Sports is no longer a category; it’s a lifestyle vertical, and data is the key to unlocking it.

3. Black and Brown Consumers Are Still the Most Undervalued Growth Market

Cannes confirmed what I’ve long known: the most powerful insights in consumer behavior are still being overlooked. Black, Brown, and immigrant consumers bring not only distinct purchasing patterns but also deep cultural influence—yet too few platforms are building with them in mind.

At Journey Foods, we’re not just including diverse audiences in the data. We’re deeply considering in how our AI learns, how our products evolve, and how we activate partnerships. Inclusive innovation isn’t a marketing strategy. It’s a growth imperative.

4. Narrative Strategy Is Now Core to Product Strategy

One panelist said, “If your product can’t be explained in one scroll, it’s not ready for consumers.” That hit.

Today, your narrative is just as important as your features. As we develop tools across multiple consumer verticals, we’re embedding cultural storytelling directly into product design. Clarity isn’t just helpful—it’s a requirement for scale, and a filter for relevance.

5. Innovation Lives at the Intersection of Culture and Science

Some of the most exciting work at Cannes wasn’t just about advertising. It was biotech startups partnering with artists, fintech apps infusing mental wellness, and beauty brands using agricultural AI.

This is where the magic is: cross-disciplinary collaboration. At Journey Foods, we’re living in that intersection—pairing AI with storytelling, product development with cultural listening, and data models with lived experience. The future isn’t siloed. It’s blended, adaptive, and creative by design.

Final Reflection

Cannes Lions didn’t just challenge me—it gave me a new sense of permission. To think bigger. To lead differently. And to tell more powerful, more inclusive, more human stories.

We’re still in the data game at Journey Foods. But now more than ever, we’re building with storytelling, emotional resonance, and consumer connection at the forefront. Because the future of consumer products isn’t just optimized—it’s intimate.

Were you at Cannes Lions this year? What stood out most to you?
I’d love to hear your takeaways—or what you’re seeing at the intersection of creativity, culture, and consumer innovation.

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