It is a delicate balance for a brand to be an active and desired participant in this world and not an intrusive and disruptive one. The essential thing is to understand the entire social landscape and to develop a tailored brand strategy that is organic at its foundation.
If you are marketing across several age demographics, consider spending your money on Gen Y, and let them do some of the work for you.
While Gen Y is currently scandal-scarred and fatigued from bearing witness to fallen heroes, inspiring youth to model themselves in the image of the Olympics athletes who represent dedication and the pursuit of excellence will be essential to the long-term health and welfare of the Olympics movement.
In this new age of responsibility, the brands that Millennials trust will most likely be the brands that are transparent, speak to them as individuals, invite participation and generally do good things in the world.