How can brands say sorry?
REPORT
15 Nov 2016
How can brands say sorry?

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?

Shabana Ebrahem

With over 15 years of experience mapping cultural shifts and trends, Shabana Ebrahem helps brands better contextualise contemporary lifestyle and wellbeing narratives. She's a trusted industry advisor, idea curator, practitioner, and educator, skilled in trend application, research, and cultural insight. Ebrahem has designed and led pivotal foresight and market intelligence projects for leading brands in the UK and globally across industries, including beauty, supplement health, consumer electronics, and retail – making her a go-to specialist for several leading companies.