Why Apologies Fall Flat
When brands or companies make a mistake, they may face pressure to apologize. In August of 2026, both Target and Texas Roadhouse were embroiled in scandals that left customers and patrons wanting an explanation. Certainly, they’re not alone. Any company mired in a scandal may face pressure to explain their actions and make recompense for any harm it may have caused.
But not all companies manage the explanation and apology well. There are multiple reasons why a company may make things worse with their apology or non-apology. Here are four reasons apologies miss the mark:
The Apology Isn’t an Apology
It’s frustrating for consumers when brands make mistakes, or harm portions of their customer base yet fail to accept accountability. Some may issue a statement that isn’t an apology at all. Others may deflect or place the blame elsewhere. If consumers believe a company has made a mistake, it’ll be hard for consumers to look past the mistake if the company fails to own it, outline what it’ll do differently, and offer some form of recompense.
The Apology Centers the Company Versus the People Harmed
When apologies feel like efforts to cover an entity or shield it from liability, consumers can become frustrated. An apology done right centers the person or people who were harmed first, not the company.
The Apology is One in a Litany of Apologies
Target recently apologized for selling a minstrel-like children’s costume. The apology itself was direct and clear, though some consumers, including Actress Viola Davis rejected the blatantly racist costume. Relatedly, the apology follows another major misstep by the company in pulling their investment and commitment to equity and inclusion. Black civil rights groups launched a boycott which was initially called by Attorney Nekima Levy Armstrong, a drop in sales, and so I’m surprised a mishap like this happened so quickly after the backlash following their reversal on policies to promote equity. That is the real damage. The minstrel costume followed a litany of other apologies. It’s like a proverbial drip of one error after another.
The Apology Feels Like Damage Control
Take Texas Roadhouse scandal where a Facebook group alleged that white servers spat in the food of Black patrons. The company immediately said the post “was 100% not true and then said they would conduct an investigation.” How does the company know the claims are false if they haven’t launched or completed their investigation? The company noted in response that it may have been an attempt to drive down stock prices. Given the allegations, it appeared as if the company was more concerned about its value on the stock market versus its team members allegedly desecrating patrons’ food. For these reasons, their apology landed as damage control and an apology that fell short.
If these examples show us anything, it is that it’s one thing to offer an apology and it’s another thing to master an apology. If you’re facing a crisis and you’re a social good entity, you need not navigate the situation alone. Click on the blue button in the top right hand corner of our website to book a consultation.
Jennifer R. Farmer, aka The PR Whisperer,® is the principal of Spotlight PR LLC. Be sure to check out other blogs and subscribe for regular communications updates.