As brands get bigger (and bigger might be as small as an organization with just two people in it), policies kick in. Policies and budgets and bureaucracy.
The brand has become too big to care. I mean, it might be big enough to pretend to care. To have policies that appear to set things right. But they don’t really care.
The only way to really care is to have human beings who care (and to give them the authority and resources to demonstrate that.)
Once you’ve got that, it’s pretty easy to show that you do.