What the Shift Toward Authenticity Means for Creators, Founders, and Brands

At Retreat Clubhouse, we work with people who know their story matters. But too often, founders are told to polish every edge before they post. To edit. Perfect. Protect. And yet, 2025 is revealing something else:

What audiences really want is truth.

They don’t want curated perfection. They want to feel something real.

The Rise of Relatable Storytelling

According to the 2024 Social Trends Report by HubSpot:

• 63% of consumers say the content they engage with feels either authentic or relatable.

• Yet, only 59% feel like that content actually speaks to them.

This gap is your invitation. Your opportunity to stop posting like a brand—and start sharing like a human. At Retreat Clubhouse, we see this shift play out every time a founder puts down their script, looks into the lens, and speaks from the heart. That’s when people lean in. That’s when stories stick.

Why Authenticity Isn’t a Trend. It’s a Business Strategy.

This isn’t a feel-good movement. It’s a smart one. Here’s what the numbers show:

• 95% of marketers are planning to increase their investment in real, relatable content.

• Posts that reflect brand values drive higher ROI than highly polished ads.

• 63% of consumers say they’ll support a brand that aligns with their personal values.

The new question isn’t, “How do we look good?”

It’s “How do we make people feel seen?”

In 2025, Perfect No Longer Wins. Real Does.

What the Shift Toward Authenticity Means for Creators, Founders, and Brands

At Retreat Clubhouse, we work with people who know their story matters. But too often, founders are told to polish every edge before they post. To edit. Perfect. Protect. And yet, 2025 is revealing something else: What audiences really want is truth. They don’t want curated perfection. They want to feel something real.

The Rise of Relatable Storytelling

According to the 2024 Social Trends Report by HubSpot:

• 63% of consumers say the content they engage with feels either authentic or relatable.

• Yet, only 59% feel like that content actually speaks to them.

This gap is your invitation. Your opportunity to stop posting like a brand—and start sharing like a human. At Retreat Clubhouse, we see this shift play out every time a founder puts down their script, looks into the lens, and speaks from the heart. That’s when people lean in. That’s when stories stick.

Why Authenticity Isn’t a Trend. It’s a Business Strategy.

This isn’t a feel-good movement. It’s a smart one. Here’s what the numbers show:

• 95% of marketers are planning to increase their investment in real, relatable content.

• Posts that reflect brand values drive higher ROI than highly polished ads.

• 63% of consumers say they’ll support a brand that aligns with their personal values.

The new question isn’t, “How do we look good?”

It’s “How do we make people feel seen?”