Brands are ditching their flawless images to “honestly connect with consumers.” A global study has revealed that the top quality people want from brands is honesty, whether positive or negative, and our own Ypulse study has shown that 82% of 13-33-year-olds would like brands to act more human.

Brands are ditching their flawless images to “honestly connect with consumers.” A global study has revealed that the top quality people want from brands is honesty, whether positive or negative, and our own Ypulse study has shown that 82% of 13-33-year-olds would like brands to act more human. Britain’s largest supermarket chain Tesco has decided to embrace flaws with their Perfectly Imperfect brand, which offers irregularly shaped fruits and vegetables that are still edible. Snowe homeware has taken a similar approach, advertising its high quality products in “real” settings with “splatter and spills” to mimic “true to life” scenarios. (brandchannel)