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?

After listing a jumper with the writing "Coolest Monkey in the Jungle," H&M faced a torrent of criticism. But even after two lengthy apologies, the controversy refuses to die down, showing that there are some mistakes people will struggle to forgive brands for.

Trolls are near-omnipresent across social media platforms and forums, purposefully seeking to derail how people and brands communicate online. Yet while these interactions are usually seen as malicious, how can brands use trolling tactics to create a unique voice and win over the public?

Many long suspected that Apple's iPhone battery degraded over time to encourage upgrades, and this much turned out to be true with older models. Having admitted this ploy, Apple is offering cheaper battery replacements to apologise, in what serves as a cautionary tale about consumer transparency.