In partnership with:

Longitudinal Progress and On-Screen Gaps (2006–2025)

Consumer research consistently demonstrates that authentic inclusion drives business growth. Around 75% of global consumers report that on-screen representation influences their purchasing decisions. Despite this commercial reality, Cannes Lions representation trends show a complex mix of steady gains alongside recent retreats across key groups:

  • Gender: Female representation grew from 33.9% in 2006 to 41.5% in 2025, though this marks a slight drop from a peak of 47.6% in 2021.
  • Race & Ethnicity: Characters of color saw significant gains, rising from 25.9% in 2006 to 51.5% in 2025.
  • LGBTQIA+ Identity: On-screen representation dropped to 0.7% in 2025, hitting its lowest point since tracking began in 2018.
  • Disability: Characters with visible disabilities accounted for just 3.2% of on-screen roles in 2025.
  • Age (60+): Representation dipped to 9.7% in 2025, remaining below the global population benchmark of 12% to 15%.
  • Body Type: Characters with large body types represented 4.7% of portrayals in 2025, down from a high of 7.2% in 2019.

Machine Learning Insights on Gender Expression

To deepen the analysis, researchers partnered with Alltold to evaluate the feminine gender expression of characters in 2024 and 2025 work using machine learning technology. Intersectional analysis of 2025 work revealed that male characters were significantly more likely than female characters to be depicted at age 60 or older (10.9% versus 7.9%).

Actionable Recommendations for Creators and Marketers

Evaluating Cannes Lions representation trends provides clear guidance for creative teams aiming to build more authentic campaigns:

  • Flip Domestic Scripts: Show men taking on domestic responsibilities and place women in professional or independent environments.
  • Broaden Character Traits: Give female characters multidimensional attributes, including humor, intelligence, and leadership roles.
  • Diversify Portrayals of Color: Feature varied ethnicities and skin tones across everyday social and workplace settings.
  • Reflect Real Demographics: Include prominent LGBTQIA+ characters, disabled individuals, and adults over 60 in active, counter-stereotypical scenarios.

How to cite this report 

Terán, L., and Conroy, M. (2026). Twenty Years of Representation in Cannes Lions Film and Film Craft Shortlisted and Winning Work. The Geena Davis Institute.

Previous Reports