Acne, managing flatulence, navigating menstruation … for years, brands have glossed over these genuine aspects of everyday life. Instead, consumers are treated to over-polished, unrealistic portrayals. This approach strips away authenticity from daily struggles, and customers aren't buying it anymore.

The world has changed, and audiences have changed. People are engaging in blunt, honest conversations on platforms such as Instagram, TikTok, Reddit and X (formerly Twitter). They share personal stories about health, body image and life's challenges. They build communities based on trust and authenticity. 

Groups dedicated to topics such as body positivity, mental health struggles and chronic illness are thriving, with members offering support and advice based on their experiences. 

People are becoming granular about their requests, posting to Reddit or creating videos on Instagram asking for advice about skipped periods. “Could what I'm feeling be a side effect of this drug? Has anyone else experienced this?”

None of these topics is taboo anymore; this shift redefines how brands connect online. Yet many shy away from these candid conversations, citing brand safety as the reason. In actuality, they're using this term to avoid topics that might seem controversial or uncomfortable. 

But this holds brands back. They are missing the chance to engage meaningfully with their audiences, especially since these conversations are already happening. Brands must open their aperture about what content they deem acceptable so they can take advantage of these unique moments. 

Some of the opportunities are so obvious. My kid loves watching pimple-popping videos—gross—but a brand such as Clearasil has a real chance to connect with these audiences. Brands are already doing it. They need to do it more. 

Take Elmo, for example. In January, Elmo posted on X and said, “Elmo is just checking in. How's everyone doing?” Oreo, Chipotle, Spotify, Dunkin and Chili's were quick to jump on the chance to reply to Elmo and show their genuineness to their audiences. Many more, including DoorDash and Tommy Hilfiger, have connected to audiences through trending TikTok content by simply replying to users’ videos. However, finding examples of brands inserting themselves into “riskier” conversations is harder. 

There is an opportunity for social listening and engaging in quality conversations. Still, companies seem to be holding back out of fear of saying the wrong thing, as if they will come off too human (even though that level of relatability is exactly what people desire right now).  

Brands are also hesitant about the platforms themselves. X is a prime example. Over the last few months, X has reemerged as the public square, where real-time, significant conversations unfold. President Biden’s recent announcement ending his presidential campaign on X underscores its role as a platform for authentic communication. Despite this, brands pull back, labeling X as “unsafe.” This is absurd. X still hosts the largest, most culturally diverse audiences. Again, the conversations are happening there already. It's up to brands if they want to join them.

While I understand that corporations have barriers for legal reasons, they need to be reexamined if brands want to build more trusting relationships with their audiences.

To redefine brand safety, we must accept that the human experience is messy, complex and real. Authenticity should be seen as an asset, not a risk. We must speak in a way that isn't sanitized or synthesized by AI. Because as humans in a digital world, we all want a little more of what makes us real. 

The evolution of media offers an unprecedented opportunity for brands to connect authentically and impactfully, using honest conversations to inform and battle misinformation. By redefining brand safety and embracing the real human experience, brands can navigate this new world with confidence instead of fear.