CONNECTION BETWEEN CULTURAL DIMENSIONS AND CREATIVITY FOR SUSTAINABLE FUTURES: A CASE STUDY OF ADVERTISING CAMPAIGN ENTRIES AT THE 2025 CANNES LIONS FESTIVAL
DOI:
https://doi.org/10.14456/jesm.2025.11Keywords:
Connection, Sustainable Development Goals (SDGs), Cultural Dimensions, Advertising, Cannes LionsAbstract
This study investigates how the 17 Sustainable Development Goals (SDGs) are presented in advertising campaigns submitted to the 2025 Cannes Lions Festival in the sustainability category. It examines the relationship between Hofstede (1980)’s six cultural dimensions, SDG presentation patterns, SDG Index scores, and submission volume. An analysis of 496 entries from 61 countries reveals that the most three frequently featured goals were Good Health and Well-being, Gender Equality, and Reduced Inequalities. Chi-square tests revealed significant associations between Power Distance (PDI) and Individualism vs. Collectivism (IDV) with patterns of SDG presentation. For instance, high power distance countries like China emphasized Good Health and Well-being more than low power distance countries such as the United States. Individualistic nations like Finland more often presented Good Health and Well-being, Climate Action, and Life Below Water, compared to collectivist countries like India. Pearson correlation analyses showed a weak positive correlation between individualism and submission volume, with notable exceptions. Additional findings include positive correlations between Individualism-collectivism and Long-term orientation with SDG presentation, but a negative correlation between Power distance and SDG Index scores. These insights underscore the role of cultural dimensions on SDG communication and offer policy and strategic guidance to leverage creativity for advancing SDGs at all levels.
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