Reality on the field and in the market: Why 'real' is everywhere (from Madrid to your smartphone)

This past weekend, I sat down with a cup of coffee to watch the La Liga highlights and I couldn't believe my eyes. Real Madrid CF, the kings of Europe, seemed to have completely lost the plot. Not only did they drop points in the title race, but the chaos with two red cards in the final stages reminded me of a run-of-the-mill local derby. Álvaro Arbeloa, the former defender who now coaches the youth team, angrily pointed at the referee. "He decided the match," he grumbled. But if you looked closely, you saw the problem runs deeper. The young Franco Mastantuono having to leave the field with a red card – it was symptomatic of a team that doesn't want to face reality: injuries, dips in form, and a lack of sharpness. Real Madrid is no longer that invincible machine; it's a team struggling with the harsh reality of today's top-tier football.

Yet, this is only one side of the story. Because the word 'real' is popping up everywhere these days, in completely different worlds. And that's no coincidence. It says something about our desire for authenticity, for things that aren't polished or fake.

From Betis to Realme: the two faces of the same coin

Let's first stay in Spain for a moment. There, in the shadow of the giant, we see a club like Real Betis from Seville. That team has been having a stable season for years without any fuss, with a clear vision and a close-knit group. They accept their reality and get the most out of it. Where Real Madrid sometimes tries to ignore reality, Betis embraces it. And that pays off: they are once again competing for European football. A beautiful contrast.

You see the same dichotomy in the tech world. Take the Chinese brand Realme. In the Netherlands, they have grown tremendously in recent years, not by pretending to be Apple, but by promising the opposite: no empty hype, just good phones for a realistic price. They target a young, pragmatic audience that is fed up with devices costing 1200 euros. Realme taps into the need for honest, 'real' products. And it works.

The philosophy of real life and the reality TV show

Then there's Realism. That 19th-century philosophical movement is suddenly alive and kicking again. In a time of filters, AI-generated images, and perfectly staged Instagram posts, the hunger for the authentic is growing. For the raw, the unpolished. This hunger is fed by a genre we sometimes dismiss, but which is immensely popular: the Reality TV show. From 'Expeditie Robinson' to 'Married at First Sight' – we watch in massive numbers. Why? Because, despite all the direction, we hope for a glimpse of genuineness. A tear, an argument, an unexpected twist that wasn't in the script.

This drive towards reality is palpable everywhere. It's as if we're collectively shouting: enough with the pretense. Show me real life, with all its imperfections.

What does this mean for brands and marketers?

For companies, there's a goldmine of insights here. Today's consumer – and certainly the Dutch one, with their no-nonsense attitude – sees right through fakery. We don't want smooth talk; we want transparency. Whether it's about:

• A football club admitting things aren't going well right now (instead of pointing at the referee).
• A phone brand simply delivering good specs for a fair price (Realme).
• A TV show embracing the imperfection of life (Reality TV).
• A philosophy teaching us to see what *is* there (Realism).

The reward for those who embrace this authenticity is immense: loyalty, trust, and a strong connection with your audience. In a world that is becoming increasingly artificial, 'real' is the new luxury. The brands that understand this, and dare to show who they really are, will win. Whether they are on the football field or on the shelves at the electronics store.