Dolls in the pink aisle; dinosaurs in the blue. Gender segregation in toy departments is so standard that it's almost unnoticeable. But people are noticing, and they’re increasingly unhappy. Now, US giant Target is the latest retailer to announce a shift to gender-neutral displays.

In a connected world, people are watching more closely what they say and who they align with. As issues of representation and diversity come to the fore, how is the new political correctness changing the way organisations communicate?

It’s a tiny thing, but you probably see it every day. The little two-headed blob at the top of your Facebook newsfeed; the icon for ‘friends’. If you’re really eagle-eyed you might even have noticed that it’s changed. In a nod to gender equality, the woman is now in front.

What were the underlying themes at Cannes Lions 2015? From encouraging people to improve themselves through the power of shame to enabling people to improve the world through digital channels, many of this year's winners set out to encourage positive behaviour change.