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  • Why does sorry seem to be the hardest word?
  • Why does sorry seem to be the hardest word?
    TED Conference, Creative Commons (2015) ©
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How can brands say sorry?

Societal backlash can feel justified when those in authority are failing and people are losing faith. Yet true sincerity can restore lost trust, inspire forgiveness and rebuild bridges. How can brands harness new narratives of compassion and forgiveness against a culture of shame and retribution?