Why Consumers Are Ditching Perfection for Relatable Marketing in 2025

A new iStock 2025 Marketing Trends report reveals a significant shift in consumer preferences, where relatability trumps perfection in business messaging.

Trust For Marketing Success

The report highlights that 81% of consumers do not trust content on social media, yet they still rely on visual platforms like TikTok and Instagram Reels for discovery and inspiration. Interestingly, 64% of consumers trust businesses more than celebrities, especially those aligning with their personal values (58%).

Authenticity And Real-User Content (RUC)

Consumer trust in influencer authenticity is declining, with 67% preferring traditional advertising over sponsored posts. iStock advocates for Real-User Content (RUC)—images and videos that convey genuineness. As video content gains traction, marketers are encouraged to focus on being real, truthful, and original.

iStock emphasizes the importance of sharing real stories and relatability rather than showcasing unattainable perfection.

“This change is affecting how people interact with visual content, especially on social media. Despite their lack of trust, users find these platforms valuable, with 82% visiting them for learning and inspiration. This shift has made video-driven social search more popular, transforming platforms from mere scrolling sites to places for discovery.”

The report suggests embracing radical honesty by showcasing imperfect moments and connecting with consumers through content that reflects the realness they crave.

Read iStock’s full report: Crack the Code on Trust: 2025 Marketing Insights for Small Businesses