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?

KFC has responded to its ‘UK chicken crisis scandal’ (where the fast food joint ran out of supplies of fresh chicken) by launching an ad campaign to apologise to its customers. The self-deprecating apology has been well received by fans, who appreciate the brand’s honesty.

Adult Swim cartoonRick and Mortyhas become a firm favourite among young adults thanks to storylines that blend hard-hitting realism with zany escapades and clever one-liners. Despite making fans wait two years for the third series, it's been named Gen Y's favourite TV show.

Starbucks sparked an online frenzy when it launched the limited-time Unicorn Frappuccino, a sugary drink that changed colours with the swirl of a straw, drawing social media-obsessed Gen Zers. But with many consumers disgusted by its taste, has the coffee shop giant gone too far for Insta appeal?