IMPERFECTLY AUTHENTIC: Why honesty wins in the impact game

Do you believe in the existence of a perfect human being? How about a perfect company?

Despite the subjective nature and inherent flaws in such questions, I suspect your answer is ‘no’. The concept of human fallibility is well understood, even deeply embedded in the religions that form the basis for our systems of morality. But still, considerable pressure persists for individuals to portray themselves as flawless, while expecting the same of others.

The Pursuit of Perfection

The urge to portray oneself in a perfect light is well studied. Philosophers like Friedrich Nietzsche and psychiatrists such as Carl Jung have written about the contrast between the façades we present to the world and our truer selves underneath. Nietzsche called these “masks”, while Jung spoke of the “persona”, highlighting how much of what we show is curated to meet social expectations.

Of course, this pressure to present a perfect image does not stop with individuals; it extends fully into the corporate world.

In 2024, with heightened consumer expectations for brands to conform to ethical and socially responsible behaviour, alongside fears of public backlash, companies are increasingly protective of their image. This considered, while perfection has become the norm, companies that acknowledge their flaws can reap surprising benefits by building authenticity and trust through transparency. By embracing imperfections, brands stand out and forge more genuine, lasting connections with their audiences.

Using ‘Negative Appeal’

The concept of using flaws to appeal to consumers is not new. ‘Negative appeal’ is a marketing strategy where brands openly admit their imperfections, using honesty to forge deeper connections.

Famous examples include Volkswagen’s ‘Think Small’ campaign, where they took the negative perception in the US of the small size of their cars and owned it—highlighting the small costs and manoeuvrability of their vehicles. In the mid-1980’s Buckley’s cough-syrup ran with the hilariously bold campaign slogan, ‘It tastes awful. And it works.’ The bold honesty of Buckley’s campaign resonated so well with consumers that it transformed them into the Canadian market leader.

More recently, purpose-driven companies like Tony’s Chocolonely – a Dutch brand working to eliminate child labour in both its own products and the entire chocolate market – have opted for an open and honest approach in their communications.

Acknowledging the deep challenges related to visibility and ethical practices in the international cocoa market, Tony’s have published articles like “Why We Still Won't Say We're 100% Slave Free”, which openly address their remaining shortcomings despite their ambitious goals. Although this specific article is no longer available on their website, Tony's transparency remains an exemplary approach to effective public relations.

The Benefits of (well-executed) ‘Negative Appeal’

Building Trust:

If a brand shows honesty about its limitations, it makes their positive claims more believable. In the case of Buckley’s Cough Syrup, the admission that their product tasted awful served to strengthen the second claim: that it worked.

Building trust in this way creates deeper brand loyalty, as consumers feel like they are getting an honest, relatable story rather than unrealistic perfection. It also shows that the company is on a journey to improve, encouraging consumers to join them on their path—forging an ‘us’ and a ‘we can do it’ attitude.

Standing Out:

In a sea of Potemkin perfection, highlighting one’s shortcomings can feel like a breath of fresh air. Honesty about imperfections is still relatively uncommon in marketing, and so when it appears, it has a high retention rate amongst audiences.

Endearing:

As psychologist Brené Brown points out, “Imperfections are not inadequacies; they are reminders that we’re all in this together”. By admitting to flaws and dismissing the obligation to feign perfection, brands feel more authentic to their audience, which is, of course, made up of fundamentally flawed people.

Tony's admission that they aren't perfect creates a stronger emotional bond with consumers who value transparency over unattainable ideals. This is essentially how negative appeal works—embracing flaws to demonstrate humanity. Counterintuitively, in the same way that perfection can be intimidating; imperfection can be endearing.  

Final Thoughts

Being honest about one’s shortcomings in public relations is a delicate art, but those that master it can reap considerable rewards.  

As I have written before, the fluctuating and often unreliable nature of impact measurement, and the over saturation of companies exaggerating their impact, makes trust and authenticity with the public more important than ever for purpose-driven entities. Simply put, if you are honest about your shortcomings, you will be believed when you celebrate your successes, fostering authenticity and human connection with your customers.

Don’t be overcome by fear—acknowledging imperfection is a powerful way to bring the public along on a shared mission to improve our world.

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