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Robin Good: Trendwatching.com focuses this month on a new interesting emerging trend: FLAWSOME.
A growing number of people cannot stand anymore the idea of buying services and products from companies that sell themselves through a facade of superhuman perfection and infallibility.
What many consumers are looking for increasingly, are brands capable of admitting their faults, and being humble enough to come down from their traditional branded pedestals.
From the article briefing: "Consumers don't expect brands to be flawless. In fact, consumers will embrace brands that are FLAWSOME*:
a) Brands that are still brilliant despite having flaws; even being flawed (and being open about it) can be awesome.
b) Brands that show some empathy, generosity, humility, flexibility, maturity, humor, and (dare we say it) some character and humanity.
The two key drivers fueling the FLAWSOME trend:
1) HUMAN BRANDS: Everything from disgust at business to the influence of online culture (with its honesty and immediacy), is driving consumers away from bland, boring brands in favor of brands with some personality.
2) TRANSPARENCY TRIUMPH: Consumers are benefiting from almost total and utter transparency (and thus are finding out about flaws anyway), as a result of the torrent of readily available reviews, leaks and ratings."
Great examples included.
Recommended. 9/10
Full article: http://www.trendwatching.com/briefing/
