1 In the run-up to Christmas 2021, Tony’s Chocolonely, Dutch-based (self-styled) ethical chocolate company, deliberately left an empty window in its Advent Calendar, arguing that this demonstrated inequality in the world – something that affected cocoa farmers in many countries.

Small children were expecting a chocolate treat in every window, and some were distraught as well as disappointed. The company’s message made little sense to them. Children who had neurodivergent conditions (such as Attention Deficit Hyperactivity Disorder (ADHD) and autism) were reported as being particularly hard to pacify. Would you expect any reputational damage to the company to be short-lived or longer term? Follow this through and check what happened in 2022.