For the first time, the Cannes LionHeart seminar will dive into the marketing practitioner's point of view, as Patagonia's Tyler LaMotte takes the stage to demonstrate how to drive the sustainability agenda in practice not theory, and how to prioritise purpose over profit. Introduced in 2014, the Cannes LionHeart is an honorary Award presented to a person or organisation that has harnessed their position to make a significant and positive difference to the world around us, with particular reference to those who work with brands and the advertising community. This year’s recipient, Yvon Chouinard, founded Patagonia in 1973, a company known for its quality products and commitment to advancing solutions to the environmental crisis. On behalf of Yvon, Tyler will take the stage to share exactly how they are prioritising purpose over profit and what the future holds for marketing and the sustainability agenda.