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.

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?

Ram’s Super Bowl commercial garnered criticism from viewers for using part of a sermon by Martin Luther King Jr. The spot, which aimed to align the car brand with the sermon’s message of service, cooperation, and community, was called out for inauthentically co-opting Dr. King’s words.

From taking #nomakeup selfies to signing petitions on political issues, a growing sense of social responsibility and commitment to local community have changed the way people view social action. Is caring about causes the new badge of cool? And has it become ‘chic’ to protest?