The unexpected benefits of not saying sorry

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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 →