How to Make an Apology Matter

When you say you’re sorry, do you really mean it? 

Among other things, 2025 was the year of the so-called “fake” apology: Corporate brands created Instagram posts with messages that effectively boil down to "sorry… for being awesome." The appeal is not hard to understand. Acts of contrition by public figures tend to stop scrollers in their tracks, prompting lots of shares and comments; fake apologies exploit this instinct in a (hopefully) witty way. And normally starchy brands get to demonstrate they have a sense of humor.

But of course, there’s a downside to this sort of tongue-in-cheek marketing stunt. It wears out its welcome fast: A Browser Media report in December points out the various ways that fake apologies have prompted a backlash. Even successful apologies tend to put a company's integrity into question. "Some users feel genuinely tricked when they realise these aren't real apologies," the article notes. "That initial moment of concern, followed by the reveal that it’s just a marketing stunt, can create a negative association rather than relief and humor. Views don’t equal trust, and engagement doesn’t always equal positive sentiment."

Please select this link to read the complete article from Associations Now.