What brands can learn from the opening ceremony controversy

It was a scene like no other.

One that would make Ru Paul and Michelle Visage shed a tear.

The Siene River sat shimmering in the background. In front of it was a long, red table with a myriad of performers dressed to the nines. A blue man sat atop the table, adorned with roses and fruits. Drag queens and dancers performed all around.

However, this was not Ru Paul’s Drag Race we were watching. It was the Opening Ceremony of the 2024 Olympics.

And it has caused an absolute uproar. Spectators have drawn parallels to Leonardo da Vinci’s 'The Last Supper,’ claiming it was a mockery of Christianity and even calling it the 'theatre of Satan.'

Paris 2024 has seen the evolution of the traditional games we know so well. We've seen the introduction of youth-oriented sports such as surfing, skateboarding and breakdancing. And this suggests the Olympic committee is trying to reverse a decades-long decline in younger viewership and improve inclusivity and gender balance.

The star-studded attendance this year and coverage by the likes of Snoop Dogg show a completely refreshed version of the games we’ve not seen before. 

However, this transition has been anything but smooth. On one hand, traditionalists have resisted and condemned the changes. On the other, modernists welcome them as a reflection of the times we live in.

However you feel about it, there are lessons for brands here about navigating cultural change.

The risks of rebranding to fit cultural norms are high. You can alienate your audience and cause reputational damage that can be hard to reverse.

But not doing so comes with its own risks, indifference and stagnation to name a few.

The evolution of your brand in response to societal shifts is critical. But unfortunately, the current climate of heightened polarisation presents a paradox. Despite brands operating with a spirit of inclusion, brand managers are becoming more risk averse out of fear of backlash. (I don’t need to remind you of what happened to Bud Light.)

So how on earth do we navigate such murky waters? After all, nobody wants to alienate parts of their audience.

Learning how to speak directly to them will prevent the phenomenon of being everything to everyone and falling flat on your face.

Niche audiences can be an engine of growth, not a limitation or constraint. Risks can be a catalyst for inclusive and impactful work without sacrificing core audiences.

Here are a few ways brands can adopt strategic bravery.

Don’t fear specificity.

The more personal, the more universal. Sounds counterintuitive, right? But brands should seek to embrace this idea. Dive deep into a community to find human truths that create emotional connections and resonate with a broad audience.

At the end of the day, the human experience is universal. A generic message risks getting lost in the noise, so specificity is key to standing out. Talking to everyone is talking to no one, so avoid this at all costs.

How?

Invest time in understanding the nuances of niche communities. Conduct focus groups, surveys and interviews to learn about the unique values, challenges and desires of these groups. This will help you craft messages that resonate on a more personal level. Then you can tailor your campaigns to speak directly to these audiences in a way that's meaningful to them.

Don’t forget your roots.

Always work with your brand’s purpose in mind. Define it, understand it, and don’t forget it. Then consider how you can apply that purpose to specific communities.

Authenticity is super important. Your brand’s legitimacy to speak on a certain topic should come from a place of genuine care. This is why just jumping on trending topics isn't enough. Driving long term advocacy for groups should come from connecting your purpose to your product. 

How?

Align your brand’s purpose with initiatives that support specific communities. For example, if your brand’s purpose is centred around health and wellness, sponsor local fitness events or support mental health awareness campaigns. This shows genuine commitment and builds trust with the community.

Build bridges, not walls.

Focus on creating narratives that bring communities together for constructive dialogue, instead of contributing to the polarisation that runs rampant through our society today.

The world is already so divided. Your messaging should aim to facilitate conversation, not force people to choose sides. So emphasise shared values and common ground!

How?

Create platforms or events that encourage open and respectful conversations among diverse groups. This could be in the form of online forums, community workshops, or social media campaigns that invite people to share their stories and perspectives. Facilitating dialogue helps foster mutual understanding.
 

It’s a rocky time for brands. It can be hard to know how to adapt to cultural changes without pissing somebody off. However, we’re in an era of purpose-led marketing as consumers push for authenticity and alignment from brands.

A study done by Citizen showed that nearly 90% of respondents want brands to address social issues. Done right, with authenticity and care in mind, we can cater to niche audiences and enhance representation across the board. 

-Sophie, Writer