Who knew Kendall Jenner, a can of soda and a staged protest would be such a recipe for disaster? Certainly not Pepsi’s creative team, who are responsible forthatspot. While the ad clearly missed the mark, it’s also a cautionary tale of the power of the crowd, and the tendency to revel in outrage.

#DeleteUber marked a turning point in online activism, with social media users banding together to take the moral high ground against Uber's badly-timed promotion. But did people ditch the app because they genuinely disagreed with the brand’s actions, or so they could post about it on Instagram?

The act of remembering isn’t neutral – objective recollection is always pasted over with a layer of subjective evaluation, meaning the past is often filtered through rose-tinted glasses. But as the dangers of this false idealisation become apparent, there’s growing awareness of the dark side of nostalgia.

While nearly half of women say they prefer to buy from companies that challenge gender stereotypes, branded feminism in the form of pink-washed products and #girlpower hashtags is often seen as insensitive and unimpressive. So, how can marketers empower women in an authentic way?