Real is Radical

Real is Radical. As expectations for diverse and authentic images become mainstream, the demand for real, unvarnished moments, experiences, and realities soars. Brands are embracing campaigns featuring all races, genders, ages, abilities, and sizes — swapping out curated for candid moments.

This trend originates from the report:

Adobe Creative Trends ‘23

Real is Radical. As the desire for authentic and diverse representation increases, there is a growing demand for real, unaltered experiences and moments. Brands are responding by incorporating diverse races, genders, abilities, ages, and sizes into their campaigns and opting for candid moments over curated ones.

The rise of this "Realness Revolution" can be attributed to a number of factors such as the "wellness syndrome," where the pursuit of happiness and optimization can have negative effects, and the "Sea of Sameness," where branding and brand experiences have become monotonous due to the digital transformation and obsession with seamless experiences. To tap into this trend, brands can showcase behind-the-scenes moments through videos, showcase authenticity through colorful illustrations, or evoke emotions through close-up images. According to the Harvard Youth Poll, 51% of Americans ages 18 to 29 reported feeling down, depressed, or hopeless at least several days in the last two weeks.

Embracing the "Real is Radical" trend offers a way to break away from the monotony and negativity and create a more relatable and authentic brand experience..