The end of perfect: How being authentic, building in public and growing trust can help you get ahead
Following the release of iStock’s recent 2025 trends report, senior VP of creative at Getty Images and iStock, Rebecca Swift, explores how being authentic can help brands get ahead in 2025.
Last year, marketers were given a masterclass in adaptability. Trust in social media eroded further, with a staggering 81% of consumers expressing concerns about misinformation, as revealed in iStock’s VisualGPS 2025 marketing trends report. The emergence of generative AI within marketing and advertising ignited debates, raising concerns about creativity, authenticity and transparency.
Through the turbulence, one constant emerged: building and maintaining trust is absolutely essential for marketers to succeed. As we move forward into 2025, trust will be the bedrock for effective visual marketing strategies and to forge genuine connections with audiences.
In the age of AI, the advantage lies not in chasing polished perfection, but in creating visuals that feel honest, relatable, and deeply relevant. Here are three trends small businesses can leverage to connect with their audiences and stand out in a more crowded market.
How can a brand be ‘authentic’ when the image, TOV and personality is cultivated to an inch of its life?
Interested in the population using tiktok “…billions (71 billion to be exact) of individuals..”, with only 8 billion individuals on earth?