In an era where Gen Z navigates relentless pressure, impossible beauty standards, and a media landscape that often fails to acknowledge them, joy may be the most radical form of resistance. That’s the core idea behind “Joy is Rebellion,” a standout session at this year’s Cannes Lions, featuring Reese Witherspoon, founder of Hello Sunshine, and Kory Marchisotto, CMO of e.l.f. Beauty.
This 30-minute keynote will mark the first public reveal of Hello Sunshine’s newest initiative — a Gen Z-driven brand created for and by the next generation of creators and storytellers. Witherspoon and Marchisotto will unpack what it means to empower young women through media at a time when 75% of girls aged 13–18 say they don’t feel represented on screen.
“We’re at a pivotal cultural moment,” said Witherspoon in pre-session commentary. “Gen Z women are under immense pressure — but they’re also asserting themselves in powerful, joyful ways. That energy is exactly what this new initiative is built to reflect and amplify.”
What the Session Will Explore:
- Where Gen Z finds inspiration today, despite being underrepresented
- How brands can authentically engage through culture-first, community-centered strategies
- The critical gaps in today’s media narratives — and how young creators are filling them
The Hello Sunshine session is part of the Insights & Trends stream, focusing on the cultural shifts, consumer behaviors, and creative strategies that are shaping the industry’s future.
“Joy isn’t escapism,” said Marchisotto. “It’s resistance. It’s power. And Gen Z is wielding it in ways that demand we reimagine how we build brands, communities, and media.”
For creatives, strategists, and brand leaders looking to meet Gen Z where they are — and where they’re going — this is a can’t-miss conversation.
📍 Wednesday, June 18
🕐 12:45–13:15
🎭 Debussy Theatre, The Palais
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