As more social media users develop an aversion to flawless feeds, while the #skinpositivity movement champions supposed ‘imperfections’, brands across sectors are facing calls to stop retouching reality. But why exactly are airbrushed images so problematic, and should they carry warning labels?

Microsoft has dropped its gun emoji, replacing it with an innocuous water-pistol in an effort to reflect the company’s values. The brand hopes the move will align with people who are pro-gun-control and show solidarity with Americans frightened and fearful of a 2018 marked by massacre.

Gucci has donated $500,000 to a gun control campaign in the US – a political statement in an industry normally shy to speaking out. In doing so, Gucci is revealing its true beliefs as a brand, affirming these values to Gen Yers and Zers who expect them to put their money where their mouths are.

Following the Marjory Stoneman Douglas school shooting, American retailers Walmart and Dick’s Sporting Goods will restrict gun sales. The move shows how people are putting increased pressure on brands to take action and changing the discourse of what is an already polarising topic in the US.