Trendwatch: Flawsome

Henry Mason

Now is the time for businesses to embrace their flaws or become 'flawsome'. New research suggests that the odd negative review is no bad thing for a brand as it increases customer trust in positive reviews and makes them feel confident that they are getting the full picture.

Trendwatch: Flawsome

Henry MasonTrendwatching.com

Businesses spend so much time trying to project a perfect image. But is this what consumers really want? Could now be the time for businesses to actually embrace their flaws?

It might go against every marketing professionals' instincts but, in fact, people will welcome brands that are 'flawsome': brands that are honest, open, and show some empathy, generosity, humility, flexibility, maturity, humour and, dare we say it, some character and humanity.

Why? Well, consumers are fed up with continued revelations of corporate (mis) behaviour, meaning that brands that show business in a new light will...

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