We're in an era where AI can generate polished content at scale: seamless visuals, mistake-free copy, optimized everything. That means "flawless" is no longer a differentiator and, increasingly, it's a red flag. When everything looks perfect, nothing feels real. And consumers are noticing.
That tension between polish and authenticity is why Perfectly Imperfect is one of the seven trends shaping business in the 2026 M.Cast™ Trends Report.
The Psychology Behind Imperfection
Psychologists call it the "pratfall effect": Highly competent people become more likeable after small, relatable mistakes. It signals honesty, which generates trust. And it works for brands, too.
Remember when KFC ran out of chicken in the UK? Instead of a corporate non-apology, they took out a full-page ad rearranging their letters to spell "FCK" with a sincere apology underneath. It was self-aware, it was human, and people loved them for it.
The data reinforces this. A Northwestern University study found that purchase likelihood peaks between 4.2 and 4.5 stars — not five. Perfect feels suspicious.
The Opportunity Gap
Here's where it gets interesting for business leaders: 88% of consumers say authenticity matters when choosing brands, but only 51% believe brands actually deliver it. That gap represents a competitive opening.
At the same time, something else is happening. According to GWI research reported by the Financial Times, time spent on social media peaked in 2022. People are sharing less publicly and retreating to private groups and direct messages. But they're still very much on the platforms scrolling, watching, and forming opinions about the brands that show up in their feeds.
This creates white space. As personal feeds get quieter, brands that show up with something real stand out more than ever.
The Untapped Authenticity Engine: Your Own Team
One of the most effective ways to signal authenticity is your own people with employee-generated content. Real people sharing real moments from inside your organization consistently generates eight times more engagement than the same message posted from a brand's official account. Moore knows this, which is why nearly 60% of content across our agency’s social channels features employee accomplishments, insights, or expertise. While our top-performing post last year was about our rankings by O'Dwyer's, our next-best post featured team members cutting cake and toasting Moore again being named a Best Place to Work. The brands getting this right aren't scripting their employees; they're creating the conditions for authentic voices to emerge, then getting out of the way.
Of course, showing up authentically extends well beyond your social feeds. It should be woven into every touchpoint where your brand meets its audience. For five specific ways to start building authenticity into your brand and other ideas to deepen customer loyalty, read the full 2026 M.Cast™ Trends Report.
The brands that get this right won't just be more liked, they'll be more believed. And those very human feelings are the foundation everything else is built on.