B&TB&TB&T
  • Advertising
    • Campaigns of the Month
    • Effectiveness
    • League Tables
    • Opinion & Analysis
    • PR
    • Production & Craft
    • Social
    • Strategy & Insight
  • Agencies
    • Agency Scorecards
    • Appointments
    • Culture Bites
    • League Tables
    • New Business
    • Opinions & Analysis
    • Profiles
    • The Work
    • Fast 10
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles Awards
    • Hatchlings
    • Women in Media
    • Women Leading Tech
  • Best of the Best
  • Brands
    • Appointments
    • Campaigns
    • Culture Bites
    • Opinions & Analysis
    • Partnerships
    • Spotlight on Sponsors
  • Campaigns
    • Campaigns of the Month
    • League Tables
    • Opinion & Analysis
    • The Work
  • CMOs
    • Appointments
    • CMO Power List
    • CMOs to Watch
    • Opinions & Analysis
  • Marketing
    • Appointments
    • Customer Experience
    • Data & Insights
    • Opinions & Analysis
    • Spotlight on Sponsorship
    • Strategy
    • Sports Marketing
  • Media
    • AI
    • Appointments
    • Audio
    • Digital
    • Headliners presented by Nine
    • News
    • News Media & Publishing
    • Opinions & Analysis
    • Out of Home
    • Platforms
    • Radio Ratings
    • Retail Media
    • Social
    • Spotlight on Sponsors
    • Streaming
    • Trading & Upfronts
    • TV Ratings
  • Technology
    • AdTech & MarTech
    • AI
    • Appointments
    • Opinions & Analysis
    • Platforms
  • Cairns Crocodiles
Search
Trending topics:
  • Featured
  • Cairns Crocodiles
  • Nine
  • Pinterest
  • AFL
  • Married At First Sight
  • Partner content
  • Meta
  • B&T Exclusive
  • Seven
  • WPP
  • TikTok
  • Cairns Crocodiles Speaker Spotlight
  • NRL
  • Dentsu
  • Thinkerbell
  • Omnicom
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: ‘Showing Our Scars, Not Our Open Wounds’: Hugh van Cuylenburg On The Right Kind Of Vulnerability Online
Share
Subscribe
B&TB&T
Subscribe
Search
  • Advertising
    • Campaign of the Month
    • Effectiveness
    • League Tables
    • Opinion & Analysis
    • PR
    • Production & Craft
    • Social
    • Strategy & Insight
  • Agencies
    • Agency Scorecards
    • Appointments
    • Culture Bites
    • League Tables
    • New Business
    • Opinions & Analysis
    • Profiles
    • The Work
    • Fast 10
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles Awards
    • Hatchlings
    • Women in Media
    • Women Leading Tech
  • Best of the Best
  • Brands
    • Appointments
    • Campaigns
    • Culture Bites
    • Opinions & Analysis
    • Partnerships
    • Spotlight on Sponsors
  • Campaigns
    • Campaigns of the Month
    • League Tables
    • Opinion & Analysis
    • The Work
  • CMOs
    • Appointments
    • CMO Power List
    • CMOs to Watch
    • Opinions & Analysis
  • Marketing
    • Appointments
    • Customer Experience
    • Data & Insights
    • Opinions & Analysis
    • Spotlight on Sponsorship
    • Strategy
    • Fast 10
    • Sports Marketing
  • Media
    • AI
    • Appointments
    • Audio
    • Digital
    • Headliners presented by Nine
    • News
    • News Media & Publishing
    • Opinions & Analysis
    • Out of Home
    • Platforms
    • Radio Ratings
    • Social
    • Spotlight on Sponsors
    • Streaming
    • Trading & Upfronts
    • TV Ratings
    • Retail Media
  • Technology
    • AdTech & MarTech
    • AI
    • Appointments
    • Opinions & Analysis
    • Platforms
  • Cairns Crocodiles
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2026 B&T. The Misfits Media Company Pty Ltd.
B&T > Media > Audio > ‘Showing Our Scars, Not Our Open Wounds’: Hugh van Cuylenburg On The Right Kind Of Vulnerability Online
AudioCairns CrocodilesMediaNewsletter

‘Showing Our Scars, Not Our Open Wounds’: Hugh van Cuylenburg On The Right Kind Of Vulnerability Online

Melania Watson
Published on: 15th May 2026 at 9:31 AM
Melania Watson
Share
2 Min Read
SHARE

At Cairns Crocodiles, Hugh van Cuylenburg and Ryan Shelton shared their perspectives on vulnerability, warning there is a fine line between meaningful openness and performative oversharing online.

The pair, who co-host hit podcast The Imperfects, spoke about the growing role vulnerability plays in modern conversations around mental health, as audiences increasingly seek authentic connection from creators, brands and public figures.

The Imperfects, which centres on conversations with high-profile Australians and interesting personalities, encourages guests to openly discuss their struggles, flaws and imperfect lives.

Van Cuylenburg said vulnerability remains one of the strongest ways to create emotional engagement around mental health, but stressed it needs to come from the right place.

“I do feel like it’s the only way really to generate emotional engagement, in a topic that is only getting more and more vital,” he said.

He added that there is an “appropriate level of vulnerability” required when discussing mental health publicly.

“We are sharing our scars, not our open wounds,” van Cuylenburg said.

“I just feel like that creates emotional engagement, and that’s what we need for such an important topic right now.”

Shelton acknowledged there will always be concerns about people using vulnerability performatively online, particularly in the creator economy.

“Maybe there will be people who will see it as an opportunity to gain followers, or to do it in a way which isn’t with the intention to help people or connect with someone,” he said.

“I think maybe that’s the only point where it’s unnecessary.”

Van Cuylenburg agreed, adding: “It’s not about creating attention, it’s about support and help.” Teach me how to do the same before as I forgot it one line I just got a video

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

Related posts:

  1. Inside The Age Of AI Fruit & ‘Shit Content’ – Why Depth Still Wins
  2. Jon Evans: ‘The Best Marketers Act Like Founders’, Not Walking Press Releases
  3. Why Chasing Trends Is ‘A Terrible Strategy For Brands’ & More Original Content Is Needed
  4. Why Curiosity & Determination Are Leading The Biggest Brands Through Change

TAGGED: Cairns Crocodiles, The Imperfects
Share
Melania Watson
By Melania Watson
Follow:
Melania is B&T’s senior reporter, covering all things martech and adtech across the industry. When she’s not chasing breaking news, she’s chatting with industry leaders to discuss the big changes in the marketing, advertising, and media landscape. She kicked off her journalism career in 2022 at TV3 in New Zealand as a digital reporter and producer, later moving into a technology reporter role that brought her to Sydney. Driven by a desire to push herself into a new niche, she joined B&T at the start of 2026.

Latest News

‘The Opportunity Is Because Of The Difference’: APAC Leaders Rewrite The Global Playbook
15/05/2026
NZ Auto Ad Spend Surges As EV & Hybrid Demand Accelerates Amid Fuel Pressure
15/05/2026
Cairns Crocs Day Three: Is Marketing’s Old Playbook Finally Breaking?
15/05/2026
Alpha Keri Relaunches With Social-first Campaign & TikTok Debut Via The Social CliQ
15/05/2026
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinions & Analysis
  • Technology

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2026 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?