For decades, branding was built on a clear premise: projecting an impeccable, aspirational, and, in many cases, unattainable image. Brands were synonymous with perfection, control, and unfailing promises. But something has changed.
In recent years, we've witnessed a profound transformation in the way brands engage with their audiences. In a digital environment saturated with content , algorithms that reward authenticity, and consumers country email list who are more critical than ever, perfection is no longer compelling. Now, what creates connection isn't the ideal image, but the real story.
This new stage of branding focuses on values such as transparency, consistency, and, above all, vulnerability. Brands that acknowledge mistakes, reveal their internal processes, and talk about their doubts or limitations don't lose value; they gain it. Because people don't seek perfect role models, but rather honest relationships.
In this article, we'll explore how this "radical authenticity" is becoming a competitive advantage, what role cancel culture plays in this context, and how consumer psychology supports this trend toward the imperfect but genuine.
Lush and the courage to disconnect
In November 2021, British cosmetics brand Lush announced it would be discontinuing its Facebook, Instagram, TikTok, and Snapchat accounts. The reason wasn't a drop in performance or a strategic redesign, but rather an ethical statement: " Social media is damaging our customers' mental health, and we can't continue to engage with business as usual ."
This decision represented a radical departure from the channels most commonly used by most beauty brands. Lush knew it would lose visibility and sales in the short term, but it also understood that being consistent with its values could generate a deeper and more lasting connection with its community.
The interesting thing about the Lush case isn't just the action, but the tone in which it was communicated. No ambiguous corporate language: the message was direct, emotional, and transparent. They acknowledged their own contradictions, took a risk, and made it part of their narrative .
Cancel culture
Talking about brand vulnerability in 2025 requires confronting a ubiquitous phenomenon: cancel culture. For some brands, this hypervigilant environment is a paralyzing threat. For others, it's a scenario that forces them to rethink their values, their communications, and their way of interacting with their audiences.
Cancel culture isn't just a fad: it's the digital manifestation of a profound social shift. People are no longer just buying products, they're evaluating behaviors. Consistency between what a brand says and what it does has become not only desirable, but essential.
Faced with this context, brands can adopt two positions:
The defensive approach: hiding mistakes, reacting too late, or minimizing problems. This approach often ends badly.
Empathy : Acknowledging mistakes, communicating honestly, and showing a genuine commitment to improvement. This stance, although more difficult, is the one that builds long-term trust.
Consumers don't demand perfection, but they do demand truth. They prefer a sincere and well-reasoned apology to strategic silence. Brands that understand this have begun to view cancellation not as an end, but as an opportunity to redefine their narrative and reinforce their authenticity.
In this sense, vulnerability ceases to be a weakness: it's a preventative measure against a potential reputational crisis. Showing your values, admitting mistakes before your audience does, and acting accordingly is, paradoxically, the most solid way to protect yourself.
- Board index
- All times are UTC
- Delete cookies
- Contact us