We all have our favourite brand, the one we support unswervingly or whose products we buy no matter the price. So what do you do when they slip up – whether it’s a campaign or a corporate move that goes against what you believe? What will it take for you to forgive them?

With social media giving everyone a voice and helping to raise awareness of corporate missteps, people are more critical of brands than ever. But ‘call-out culture’ doesn’t have to be a source of concern – it can be an opportunity to create authentic identities both reactively and proactively.

Hedi Slimane’s debut as the creative director of Celine was the most buzzed-about show at Paris Fashion Week SS19. Notably, it was seen as a tone-deaf affront to his predecessor Phoebe Philo’s female-centric following. What does this reveal about brand loyalty in modern luxury fashion?

Membership schemes promise a wide range of benefits to those who sign up – from discounts at supermarket tills to a free upgrade on a flight – but what motivates young Britons to join a club or loyalty programme? Do they simply care about freebies are they after something more meaningful?