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  • There’s beauty to be found in flaws
  • There’s beauty to be found in flaws
    Esprit (2016) ©
REPORT

What’s so Zen about imperfection?

Whether it's chipped furniture, ‘ugly’ food or unconventional beauty, societal mindsets are shifting to a greater acceptance of imperfection. With Eastern spirituality influencing Western lifestyles, can the spirit of Zen help brands connect with a generation that’s done trying to be perfect?

Location Global

Scope
From supermarket chains selling ‘ugly’ produce to activists challenging the fashion industry’s expectations of women, imperfection is steadily being normalised across sectors. [1] It’s a shift being led by younger generations, who have grown up amid various global crises and acknowledge that not everything in life will be ideal. “They want to see their world in the ad world,” says Jamie Gutfreund, CMO of digital agency Wunderman. “They want it to be realistic. They don't expect perfection.” [2]

This attitude may also reflect a stand against the pressures of conformity. With one in ten ...

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