Summer 2024 and the Rise of Authenticity

As the summer of 2024 draws to a close, we’ve seen the spectacle of the Olympics, the rise of Labour, and a fierce confrontation between Donald Trump and Kamala Harris. Beneath these grand events, a quieter shift has taken place – a revival of more genuine, purpose-driven campaigns, not reliant on force, but on something far more powerful: authenticity and a genuine connection to the public.

Consider Kamala Harris’s approach. Her campaign, tapping into memes and TikTok trends, managed to do what so many political efforts struggle with: it felt honest. Rather than leaning on tired messaging, Harris’s team understood that younger audiences are savvy to the mechanics of modern campaigning. By embracing pop culture phenomena like Charli XCX’s “Kamala is BRAT” tweet, the campaign allowed voters to feel like they were part of something, not just spectators. Millions of views later, it’s clear this transparency fostered trust. Harris’s campaign feels less like an attempt to “win over” the public and more like an open invitation to be in on the conversation.

This sense of trust is crucial in modern campaigns, as it represents a shift from the more top-down messaging of the past. Audiences are no longer passive recipients; they want to be participants, insiders even. Trump’s campaign, for all its flaws, also grasps this. By tapping into his audience’s desire for identity affirmation, his messaging cleverly plays to a base that feels part of a movement. Even if his strategies seem outlandish, they create the same feeling of belonging, which has proven to be effective.

Then, there are campaigns like Orange France’s “Bleues’ Highlights,” which goes beyond mere inclusivity and uses clever techniques to expose underlying societal biases. The revelation that women footballers performed the feats initially attributed to male players was not just a comment on gender; it was a reflection of how easily we accept familiar narratives. By lifting the veil in such a direct way, the campaign not only highlighted sexism but did so in a way that made audiences question their own perceptions.

Consider CoppaFeel!, the breast cancer charity that, with a simple yet striking campaign, dared to present something real. The visual of breasts – diverse in shape and size – cuts through the social taboos and reminds us of what actually matters. The message is not hidden behind jargon or half-hearted attempts at relatability. It’s there, clear and necessary.

In these examples, from huge political machines to small charities, one thing is clear: success in today’s landscape depends on transparency, honesty, and a willingness to let the audience be part of the story. Smaller organisations can adapt these lessons. Whether by focusing on authenticity or creating space for audiences to feel involved, the future belongs to campaigns that invite participation rather than impose ideas.