Rate this item
(1 Vote)

HR Flawsome

Do you really think that your management is impeccable and beyond reproach? Come on! We like companies to be “human”, and as such they are not perfect.

We admire companies that are honest about their mistakes. Admitting imperfection is a sign of strength. Human nature makes it hard for us to truly trust others who apparently have no weaknesses or imperfections.

Consumers don't expect brands to be flawless. In fact, consumers will embrace brands that are “Flawsome”: brands that are still brilliant despite having flaws; even being flawed (and being open about it) can be awesome. Brands that show some empathy, generosity, humility, flexibility, maturity, humor, and (dare we say it) some character and humanity.

Two key drivers are fueling the FLAWSOME trend:

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.

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.

Flawsome sits as part of a bigger trend towards “Human Brands”.


Additional Info

  • References & Web Links:


    Submit to EmailSubmit to Google PlusSubmit to TwitterSubmit to LinkedIn
    Coined by Trendwatching


    Some Eg:


    Eco-friendly Brazilian cosmetics brand Natura provides a comprehensive list of all of its socio-environmental targets in its annual report. End of last year, targets such as water consumption, employee training time and reducing solid waste were labeled as ‘Not Achieved’, and followed by an adjusted target for 2012.

    September 2012 saw McDonald’s begin publishing calorie information on all its restaurant menus and drive-thru windows in the US, while the company also began promoting its ‘Favorites Under 400 Calories’ menu, which includes lighter dishes such as the Filet-O-Fish sandwich and the Egg McMuffin.

Go to top
trendtionary © Copyright 2014. Trendtionary. All rights reserved. Privacy policy · Cookies policy · Contact