Consumers don't expect brands to be flawless. In fact, consumers will embrace brands that are FLAWSOME*: brands that are still brilliant despite having flaws; even being flawed (and being open about it) can be awesome. Brands that show some empathy, generosity, humility, flexibility, maturity, humor, and (dare we say it) some character and humanity.
Trendwatching is one awesome site that watches consumer trends the world over. If you have the time do visit their website and learn about consumer trends and see if you can relate to any of these trends....
Flawsome lists a lot of examples where corporates, small businesses and non-profits publicly admitted their FLAWS (especially using social media) and transparently acknowledging their "humanness" thus becoming FLAWSOME!