Unusual Group, a renowned consultancy, has recently announced a groundbreaking term that is set to redefine the world of branding – ‘The Imperfection Signal’. The term, derived from in-depth analysis of three key studies conducted in 2025, reveals a significant shift in the behavior of Gen Z consumers. This generation now values brands that embrace visible flaws, spontaneity, and cultural self-awareness, marking a shift from traditional marketing assumptions.
The analysis, conducted by Unusual Group’s CEO Luke Tobin and COO Ali Newton-Temperley, is based on findings from NielsenIQ’s 2025 study. The study reveals that Gen Z’s brand preferences are anchored in authenticity, belonging, and self-esteem. They now prefer unfiltered content over engineered content, indicating a shift in their preferences. This shift is further reflected in their media consumption habits, with the Attest Media Consumption Report (2025) showing a gravitation towards short-form, humorous, and lo-fi content. This marks a decisive move away from the glossy, high-production campaigns that once defined brand prestige.
The data challenges the long-standing marketing belief that polished content equates to professionalism. Instead, it shows that Gen Z trusts brands that embrace their rough edges. This includes unscripted behind-the-scenes moments, candid explanations, humorous mistakes, and creator-led clips that feel spontaneous and authentic. This type of content has a greater impact on Gen Z than a perfectly polished production.
Further analysis by VisionOne’s Gen Z Insights 2025 shows that hyper-curated and overly perfected content turns Gen Z off instantly. Unusual Group has termed this response as their ‘authenticity radar’ – a fast, instinctive filter trained to detect and dismiss anything that feels contrived or insincere. These three studies have led to the development of 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 counts as “good” branding. Raised on TikTok, YouTube, and participatory creator culture, Gen Z has developed what Unusual Group describes as an ‘authenticity radar’. While previous generations saw polish as professionalism, Gen Z now 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. 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 Unusual Group’s analysis, imperfection communicates three critical trust cues to Gen Z – transparency, cultural fluency, and humanity. Brands that consistently demonstrate these signals outperform others on trust, relatability, and shareability – metrics that now determine whether a brand earns Gen Z’s attention or is instantly scrolled past.
Based on its 2025 analysis, Unusual Group recommends brands to shift from polished content to participatory content that feels human and spontaneous. They also recommend letting creators lead and allowing their imperfections to show. Moreover, they suggest replacing flawless corporate tone with a human tone and designing 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 presentation risk appearing out-of-touch. Therefore, brands need to embrace their mistakes and creator-driven storytelling to build deeper trust and cultural resonance, particularly in fast-moving digital environments.
“Imperfection isn’t a liability anymore,” added Newton-Temperley. “It’s a signal of humanity. And in 2025, humanity is what Gen Z is buying.”
Together, these three key studies, according to Unusual Group, reshape the definition of what “good” branding looks like. Instead of perfection signaling professionalism, imperfection now signals truth. Unusual Group’s 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.
Derick is an experienced reporter having held multiple senior roles for large publishers across Europe. Specialist subjects include small business and financial emerging markets.