Fierce headwinds are gathering across the global economy. Mi3 asked marketers, creative thinkers and platforms at Cannes what that means for advertising. Suncorp CMO Mim Haysom says she won't be pulling out of brand and into performance. But LinkedIn's Matt Tindale says there's "nervousness" around the traps. It might not land this year, but both think it’s "a 2023 problem". Thinkerbell's Adam Ferrier and Yahoo's Rachel Page suggest any recession will now roll in off a higher base – there's more money and resilience in the system, and marketers have learned the lessons of Covid. Time will tell. Either way, brands are coming around to the fact that post-pandemic purpose has to actually deliver. Action first, talk later, and glib stunts are out. Meanwhile, the 'techification' of advertising continues, with new data showing just how far the pendulum has swung.