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Cannes Lions serves as a barometer for the industry’s creative evolution. Each year, the awards develop to reflect how brands, agencies, and platforms shape culture, business and society. 

In 2025, the changes go deeper – expanding definitions, refining categories and spotlighting long-term impact. Whether you’re a brand builder, a content creator or a strategist, these updates shape how the best work is celebrated. Here’s what you need to know.

1. Glass: The Lion for Change Expands Its Scope 

For its 10th anniversary, the Glass Lion has evolved. Originally created to advocate for gender representation, it now broadens its focus on everything from disability, race, sexuality and social inequity.

Entrants must identify the community their work serves, explain the problem it addresses and prove lasting impact. “Gender representation remains essential,” says Marian Brannelly, global director of awards, LIONS. “But there is a need to recognise intersectionality. This Lion is an Award for change.”

2. Social & Influencer Lions become Social & Creator Lions

Creators drive the cultural conversation, and Cannes Lions has made it official. The Social & Influencer Lions rebrand as the Social & Creator Lions to acknowledge the growing influence of creator-led marketing. Five new subcategories spotlight work that puts creators at the centre of brand storytelling.

The name change is more than cosmetic. It reflects how brands engage with audiences. Traditional influencer marketing has evolved into an ecosystem where creators shape narratives, build communities and drive business impact. From TikTok stars to niche content specialists, creators are no longer just amplifiers of brand messages – they are originators of culture-defining work. 

With the creator economy estimated to be worth over $600bn by 2036, this move cements Cannes Lions’ role in celebrating the future of marketing.

3. Creative B2B Lions: More clarity for entrants

Business-to-business marketing has become more complex, and the Creative B2B Lions are keeping pace. Entrants must now specify whether their work is:

• A direct B2B campaign where one business sells to another.
• A partnership model where businesses collaborate to reach consumers.
• A consumer-facing initiative designed to engage business customers.

4. A new spotlight on retail media

Retail media is booming, so the awards now highlight the smartest use of retail media to drive brand engagement with new subcategories in both the Media Lions and Creative Commerce Lions.

As brands increasingly rely on retail environments – whether through in-store screens, e-commerce platforms, or retailer-owned ad networks – this new subcategory shines a light on how well they use these channels to connect with consumers. It’s not just about reaching shoppers; it’s about using retail touchpoints to deliver creative, strategic and effective brand experiences that resonate in a crowded marketplace.

Jury Presidents for 2025

The 2025 Cannes Lions Jury Presidents bring a diverse, forward-thinking group of leaders to the judging table. KR Liu, global head of disability innovation, Google, leads the Glass: The Lion for Change jury, playing a pivotal role as the award embraces a broader focus on social equity. 

Meanwhile, Beth Keamy, chief digital officer at TBWA\Media Arts Lab, takes the helm of the newly rebranded Social & Creator Lions to embrace the growing power of creator-led campaigns. 

For more details, read the full announcement .

Why it matters

These changes reflect the shifts shaping the creative landscape. From recognising the power of creators to ensuring awards align with real-world marketing strategies, Cannes Lions 2025 is moving with the industry. The message is clear: creativity must be inclusive, innovative and built for the long haul.