#imperfection with Kees Elands, Founder of TrendsActive

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.