After Colin and Kees talked about the social media app BeReal in the last episode, this episode is about Imperfection. Colin discusses his observations around this topic with trend expert Kees.

Colin has also observed this 'trend' in brands that already have a great vision, but have not yet implemented or achieved it.

In doing so, Colin and Kees again address Generation Z, which is looking for more authenticity.

Kees sees authenticity more as a trend and imperfection as an endorsement of that. Perfection and imperfection go hand in hand - imperfection (failure, mistakes, …) are usually prerequisites for perfection.

What does this mean for brands? They should show their human side, not just perfection. He cites Nike as a positive example.