Ads are meant to get people’s attention, but not always for the right reasons. Gourmet Burger Kitchen has royally pissed people off with its recent – and rather insensitive – ad campaign that offends vegans and vegetarians alike, sparking the hashtag #gourmetmurderkitchen.

"Why make your insecurities our problem?" reads a tweet from supplement brand Protein World, after complaints poured in over a controversial billboard. It's followed by a passive aggressive winking emoji and tweeted directly at a potential customer – breaking every rule in the social media playbook, right?

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?

The legalities of tax can be blurry. But as consumers become more informed – and the Panama Papers provide a spark to set the whole issue alight – is tax set to be the next frontline of CSR strategies? Canvas8 surveyed 3,000 consumers and spoke to 20 Brits to see if they’d boycott a brand over the matter.