Cheil Worldwide's thought leadership-based strategy insights group "Nowadays Lab" on the 12th proposed "vulnerability" as a new theme in brand marketing based on its analysis of Generation Z.
Nowadays Lab said in its recently published report "Minority Report—the right to be vulnerable" that for Generation Z, who grew up amid economic uncertainty and geopolitical risks, vulnerability is closer to a "default setting" than a temporary crisis. The lab also explained that psychological factors like these underpin the recent global trend, centered on Generation Z, of the popularity of shamanism and occult culture.
Nowadays Lab noted that Generation Z sees vulnerability not as a weakness to hide but as an imperfection worth revealing. Generation Z is enthusiastic on social media about cultures that actively share their anxiety and lack, such as "mental health confessions" or "crashing out." The lab defined this as "active vulnerability."
The background for the rise of active vulnerability among Generation Z includes ▲ a reaction to technological advances ▲ a reaction to older generations ▲ a reaction to the lightness of relationships on social media. In particular, as the spread of AI technology ushers in an "era of excessive perfection" where anyone can easily create flawless outputs, imperfect and human qualities are being valued more highly. The phenomenon is backed by unedited photos or posts without filters gaining traction on social media, and the trend of "photo dumps" that upload multiple unrefined shots at once rather than a single perfect picture.
Nowadays Lab emphasized that vulnerability is not an emotional code unique to Generation Z but a survival grammar that all generations—and even corporations and brands—must newly learn. The marketing paradigm shifted from the 1990s strategy centered on "aspirational appeal" to a strategy centered on "authenticity" in the 2010s, and now vulnerability, which exposes a brand's deeper inner side and weaknesses, is emerging as a key weapon for building trust and differentiation.
As ways to apply this to brand strategy, Nowadays Lab proposed ▲ turning a brand's vulnerability into an essential charm ▲ transparently disclosing the process of progress based on a view that sees vulnerability as potential ▲ expanding it into a driver of social change by acting, not just talking. The lab likened this process to "kintsugi," a traditional Japanese pottery technique that paints cracked pottery with gold to create greater beauty.
Park Mi-ri, head of Nowadays Lab at Cheil Worldwide, said, "In an unpredictable business environment, proactively revealing vulnerability is not just about reputation management but a core differentiation strategy that determines business success or failure," adding, "It will become the most active growth engine to build strong solidarity with 'true fans' who even embrace a brand's scars and to overturn the market landscape to secure a superior position."