On Monday, November 24, 2025, Unusual Group announced the term, ‘The Imperfection Signal’. The consultancy derived this term from their analysis of three key studies conducted in 2025, which revealed a notable shift in the behavior of Gen Z. The generation now trusts and engages more deeply with brands that show visible flaws, spontaneity, and cultural self-awareness. This change reflects a significant shift in the perception of imperfection, which is no longer seen as a weakness but rather a credibility marker.
Unusual Group’s analysis, conducted by CEO Luke Tobin and COO Ali Newton-Temperley, begins with findings from NielsenIQ’s 2025 study. The study shows that Gen Z’s brand choices are rooted in authenticity, belonging, and self-esteem. This generation prefers unfiltered content over engineered content.
This shift in preference is also reflected in their evolving media behavior. According to the Attest Media Consumption Report (2025), Gen Z is drawn to short-form, humorous, and lo-fi content. This indicates a clear move away from glossy, high-production campaigns that were once synonymous with brand prestige.
Contrary to long-standing marketing assumptions that perfection equates to professionalism, the data shows that Gen Z trusts brands that embrace their imperfections. Whether through an unscripted behind-the-scenes moment, a candid explanation, a humorous mistake, or a creator-led clip that feels spontaneous rather than scripted, this type of content has a greater impact on Gen Z than a polished production.
Completing the analysis, VisionOne’s Gen Z Insights 2025 demonstrates that hyper-curated or overly perfected content instantly turns off Gen Z. This response engages what Unusual Group refers to as their ‘authenticity radar’ – a fast, instinctive filter trained to detect and dismiss anything that feels contrived or insincere. Together, these three studies form the foundation for Unusual Group’s new term ‘The Imperfection Signal’, which Tobin defines as “a brand’s ability to demonstrate honesty, agility, and cultural awareness through content that embraces realness, spontaneity, and visible imperfection.”
The data signals a generational flip in what is considered “good” branding. Raised on TikTok, YouTube, and participatory creator culture, Gen Z has developed what Unusual Group describes as an ‘authenticity radar’. Where previous generations saw perfection as professionalism, Gen Z sees it as inauthentic.
“Gen Z doesn’t just want authenticity as a concept; they want to see it, feel it, and watch it happen in real-time,” said Tobin, CEO of Unusual Group.
The data shows that even small flaws, typos, lo-fi production, and unscripted moments signal that a brand is honest enough to show its human side. According to the consultancy’s analysis, imperfection communicates three critical trust cues to Gen Z: transparency, cultural fluency, and humanity.
Brands that consistently demonstrate these signals outperform others in terms of trust, relatability, and shareability. These metrics now determine whether a brand captures Gen Z’s attention or is instantly scrolled past.
Based on its 2025 analysis, Unusual Group recommends that brands shift from producing polished content to creating participatory content that feels human and spontaneous. They also suggest letting creators lead and allowing their imperfections to show. Brands should replace their flawless corporate tone with a more human tone and design for short-form, humor-driven environments, where Gen Z’s attention truly lives.
As Gen Z enters their peak spending years, brands that cling to flawless presentations risk appearing out-of-touch. To build deeper trust and cultural resonance, brands need to embrace their mistakes and incorporate creator-driven storytelling, particularly in fast-moving digital environments.
“Iperfection isn’t a liability anymore,” added Newton-Temperley. “It’s a signal of humanity. And in 2025, humanity is what Gen Z is buying.”
According to Unusual Group, these three key studies reshape the definition of what “good” branding looks like. Instead of perfection signaling professionalism, imperfection now signals truth. Their 2025 analysis concludes that ‘The Imperfection Signal’ will define brand behavior moving into 2026.
Agencies interested in learning more about partnership opportunities can visit unusualgroup.com or contact hello@unusualgroup.com.
About Unusual Group:
Unusual Group is a founder-first collective that partners with exceptional marketing and creative agencies through minority stake investments. Founded by three-time exited entrepreneur Luke Tobin, Unusual Group provides shared infrastructure, collaborative growth programs, and strategic capital while founders retain operational control. The company is headquartered in London.
About Luke Tobin:
Luke Tobin is a three-time exited founder best known for scaling Digital Ethos into one of the UK’s fastest-growing digital agencies before its multimillion-pound exit. He serves as an advisor to agency founders navigating growth and exit challenges and is a recognized leading voice on entrepreneurship and M&A strategy.
