The unexpected benefits of not saying sorry

sorry blackboardOn October 5th 2018, Tesco, Sainsbury’s, Asda and Morrisons said sorry about something on social media 151 times between them. There were no product recalls. It was just a normal day on corporate social media. I picked that date because it just happened to be the same day that Topshop apologised for removing a feminist book display and it made for a handy comparison. The book display apology got the headlines, but in the shadows of Topshop’s high-profile faux pas, four of Britain’s largest retailers were busy asking forgiveness too. More →