Societal backlash can feel justified when those in authority are failing and people are losing faith. Yet true sincerity can restore lost trust, inspire forgiveness and rebuild bridges. How can brands harness new narratives of compassion and forgiveness against a culture of shame and retribution?

There's one rule that explains how trends catch on; visibility. And more than half of us are now willing to pay more for products that are visibly socially responsible. Professor Lynn Kahle, who studies brand values, explains to Canvas8 why a brand’s values matter and how they influence people.

When a Virgin Trains train manager directed complaints about a trip to the Twittersphere, it reignited a debate about not just the expectations British rail users' have of their service, but the expectations consumers have in general about interfacing with brands that have wronged them via social media.

Research suggests that conservative shoppers are less likely to file complaints than their liberal counterparts. Studies linking political preferences and consumer behaviour suggest that the way people interact with brands can be dictated by seemingly unrelated belief systems.