South Africa, Sept. 17 -- Most of us do scroll past, nod politely and move on. Why? Because deep down, we know these gestures feel hollow.

The intention isn't malicious; brands do want to celebrate Heritage Day. But good intentions aren't enough. A one-off, cliche-laden post reduces South Africa's complex cultural Rubik's cube to a handful of familiar symbols.

And that comes at a cost. According to one study, nearly nine in 10 South Africans say trust in a brand matters more than even love for that brand, and a third have walked away from brands they once trusted when that trust was broken.

Heritage Day campaigns or "Braai Day" initiatives built on empty gestures risk damaging that fragile trust.

The "Braai4Heritage" initiative, champ...