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.

Cadbury’s offering for India's Independence Day has come under fire for being distasteful and tokenistic. The brand's multi-coloured chocolate bar was made to promote a pro-diversity message, but instead highlighted the need for authentic efforts rather than media-friendly gestures.

Dior has pulled an ad for its fragrance Sauvage after a teaser for the campaign was criticised for its use of Native American imagery. The controversy generated by the campaign flags the importance of creating authentic media representations of ethnic minorities, rather than reproducing tired stereotypes.