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CANNES — Sophia Bush blasted corporations for temporarily capitalizing on movements such as Pride instead of effecting real, permanent change.

“I hope that in the world of these big multimillion and multibillion-dollar corporations that they get serious about purpose,” Bush said Wednesday at a Cannes Lions discussion with T-Mobile Executive Vice President Nick Drake and Pranav Yadav, CEO of Neuro-Insight US.

“That it’s not a one-month-a-year campaign where they’re selling us something with a rainbow on it or something that’s pink,” she continued.

The former “One Tree Hill” star, 36, poked fun at herself shortly after, noting she, too, fell victim to the feminine color.

“I get it, the irony that I’m wearing a pink dress is not lost on me,” she quipped. “But I would like to know what your brand’s purpose is.”

Bush also said she wants marketing and ad companies to seek inspiration elsewhere to foster greater ideas.

“I think that my hope for the future is that more doors are opened and bigger tables are built and more people are asked about what they mean and what their opinions are,” she added.

While Bush did recognize that some positive changes have been made, she believes more needs to be done in order to nurture creativity.

“It’s been a really nice thing to be invited into the room by a bunch of very successful guys who look at me and say, ‘What do you think about it? As a woman, what do you think about it? What do you think we’re missing? Where are the holes?’” she said.

“Not everyone does that.”

Though the conversation conveyed a serious message, Bush joked that the marketing industry has taken a ridiculous turn when it comes to buzzwords.

“I do think it is why outsiders wind up doing well in this world because you have a bunch of guys sitting around in an agency who can’t always figure out how to solve something in an innovative way or authentic way or whatever the buzzword of the year is,” she quipped.