Bozoma Saint John, the top marketing executive known for her bold presence and unfiltered wisdom, delivered a powerful message this week at Cannes Lions 2025, during a featured appearance in the FQ Lounge.
In a video clip shared by FQ Leaders on Instagram, Saint John—also known by her handle @badassboz—challenged traditional expectations of humility, professionalism, and self-expression, especially for women in leadership.
“The idea that we should stay humble—I hate that word,” she said, dismissing the notion that self-celebration equates to arrogance. “God forbid you’re called the B-word for actually loving yourself.”
Saint John’s remarks resonated with many, as she encouraged women to own their accomplishments unapologetically and push back against societal norms that often penalize bold, visible leadership, particularly for women of color in corporate environments.
It Makes Me a Better Executive
From wearing pink on stage to speaking openly about her grief, Saint John pointed out the importance of bringing one’s whole self to the table, even in corporate spaces that often discourage authenticity.
“Whether or not I should have my midsection out on a panel… or talk about my child in meetings… or wear my grief on my sleeve… all those things we’re told not to do because they’re unprofessional are lies,” she said. “It actually creates who you are.”
She added that expressing emotion, vulnerability, and individuality doesn’t detract from professionalism—it enhances leadership by building empathy and authenticity.
If You Don’t Do It, No One Will
Saint John concluded with a message to anyone navigating traditional systems, whether they choose to climb the corporate ladder or venture into new industries.
“All [paths] require that you actually show up in the fullest version of yourself… If you don’t talk about yourself, no one will.”
Her message, shared under the hashtag #CannesLions2025, was widely praised as a bold declaration of self-worth, visibility, and radical leadership.
