Unmasking Masquerade / Pt. 2

As we peel back the layers of the masquerade in modern life, we find that it permeates not just our personal identities but also the very fabric of marketing and branding. In an age where authenticity is paramount, brands are increasingly adopting cultural narratives, leveraging them as powerful tools for connection and influence. This raises a critical inquiry: Are these brands genuinely celebrating culture, or are they merely donning masks to capitalize on the allure of diversity?

Pop culture is an influential force that shapes consumer behavior and brand perception. In the words of cultural critic and author Bell Hooks, “Life-transforming ideas have always come to me through books, and I am grateful for the scholars who made them available.” Brands that tap into the rich tapestry of pop culture often find a fertile ground for engagement.

Take Nike, for instance. In 2020, the brand launched the “You Can’t Stop Us” campaign, which drew on a wide array of cultural elements to celebrate resilience during the COVID-19 pandemic. It featured athletes from diverse backgrounds and connected deeply with issues of racial justice, gender equality, and global solidarity. This campaign not only garnered widespread acclaim but also reinforced Nike’s position as a brand that stands for something beyond just sportswear.

The collaboration between Nike and Nigerian fashion designer Adebayo Oke-Lawal for the #EndSARS movement showcased how brands can align themselves with cultural narratives that resonate with their audience. By supporting the protests against police brutality in Nigeria, Nike demonstrated a commitment to social issues that matter to its consumers. This genuine alignment can build trust and loyalty, transcending the superficiality often associated with marketing strategies.

Glamorization and Its Consequences

While brands may aim to celebrate cultural identities, the glamorization often creates an unrealistic standard that can lead to alienation. In the age of social media, platforms like Instagram have become the new stage for this masquerade, where influencers curate lives that appear aspirational yet often remain unattainable.

Psychologist Dr. Sherry Turkle notes, 

“Technology doesn’t just change what we do; it changes who we are.”

The curated images we consume can create a pervasive sense of inadequacy. A study by the Royal Society for Public Health found that Instagram was linked to high levels of anxiety, depression, and poor body image among young people.

Another case study was the backlash against influencers during the COVID-19 pandemic, particularly those flaunting luxury lifestyles during lockdowns, which illustrates this disconnect. The public outcry against such portrayals highlights the tension between reality and the glamorized images presented online. The term “cancel culture” became a powerful tool for consumers to reclaim their voice, demanding accountability from brands and influencers who perpetuate harmful narratives.

Afrocentric Thinking: Beyond Marketing

In recent years, there has been a growing recognition of the importance of Afrocentric thinking in the branding and marketing landscape. This perspective emphasizes the need for brands to engage with African cultures authentically, recognizing their complexity and diversity rather than reducing them to mere aesthetic elements.

Take the Nigerian brand, Daba, which offers a platform for African artisans to sell their crafts. By prioritizing local craftsmanship and storytelling, Daba creates a genuine connection with its audience, honoring the cultural significance of the products while promoting sustainable practices. This approach not only enriches the brand’s narrative but also fosters economic empowerment within communities.

Cultural historian Dr. Kwame Anthony Appiah asserts, “Cultures are not monolithic, but they are made up of many voices.” This complexity is often lost when brands adopt a one-size-fits-all approach to cultural marketing. Instead, embracing local narratives and collaborating with community voices can lead to more authentic representations that resonate with consumers.

The Ethical Dilemma of Masking

As brands navigate the complexities of cultural representation, the ethical implications become increasingly pronounced. When brands adopt cultural elements for marketing purposes without understanding or acknowledging their significance, they risk perpetuating stereotypes and erasing the voices of those communities.

The controversy surrounding fashion brand Urban Outfitters’ use of Navajo patterns serves as a cautionary tale. The brand faced backlash for appropriating Indigenous designs without permission, leading to lawsuits and public outrage. This incident underscores the necessity for brands to engage with cultural narratives responsibly, ensuring that they honor the origins of the symbols and stories they wish to represent.

Activist and author Janelle Monáe remarks, “We are more than the masks we wear.” This sentiment is critical as we consider the impact of branding on identity. Brands must recognize that their actions have consequences and strive to foster inclusivity and respect in their marketing efforts.

Unmasking Diverse Identities

As brands continue to don cultural masks to connect with consumers, it is essential to prioritize authenticity, ethical engagement, and a commitment to celebrating diverse narratives. By unmasking the complexities behind cultural representation, brands can create meaningful connections that resonate with their audiences while contributing positively to the broader societal narrative.

As we reflect on the masks we wear in branding, we must ask ourselves: Are we amplifying voices, or are we merely creating echoes in a cacophony of representation? The time has come to unmask the truth behind our modern masquerade.