Are brands right to axe ads after a social media backlash?

From FMCG and retail to travel and luxury, brands across every sector of the consumer landscape are communicating their social purpose in a bid to connect with customers.
In order to resonate, the message must feel authentically connected to the brand’s values. Miss the mark, and as recent high profile casualties suggest, today’s savvy consumers are more than happy to use their voice on social media to punish a brand that let them down.
McDonald’s was in the firi