In a conversation with Manifest during the Cannes Lions International Festival of Creativity, Randi Stipes, chief marketing officer, The Weather Company, urged brands that are looking to help address climate change to be intentional, authentic and consistent.

She explained, "Micro-moments can be performative, whether it’s climate or any other cause. They need to identify a way to come in that’s authentic and can truly make an impact. For some brands that involves looking at their carbon footprint, for others it’s seeing through a lens of education. You have to understand why consumers are coming to you and the power that you have."

Stipes, who has been with The Weather Company for close to two decades also explained how the company entered and exited a partnership with technology giant IBM.

"We were a standalone company first. Then, we were part of IBM, which was a very positive move. We were able to certainly be at the forefront of the proliferation of AI. It afforded us with a lot of opportunities to advance our data and technology expertise. Earlier this year, we left IBM. We are grateful for our time with them, but we are now ready to soar," she said.

She added that India is the second biggest market for the company after the USA. 

Read our full interview with Stipes as part of our detailed Cannes coverage in the July issue of Manifest. Get your copy now