To me, it means think of others, consider their feelings. Don't be an arsehole under the guise of 'saying it how it is', 'telling the truth', 'not mincing your words.'
Largely, I think it is something very positive that has come out of the COVID pandemic and was often used in the context of how essential workers should be treated. It is absolutely a change for the better that I have personally witnessed.
It is a phrase that is used to say 'it is not OK to abuse me because you are having a bad day' and empowering for those who want to take ownership of their own wellbeing as well as that of others.
What do you all think?