The best way to apologize (according to science)

Explore what to do— and not to do— in order to deliver an authentic apology and make amends in a variety of situations.

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Over the years, people have come up with some truly awful apologies. From classic non-apologies, to evasive excuses, and flimsy corporate promises, it’s all too easy to give a bad apology. Good apologies generally share certain elements, and considering these factors can help you make amends in a variety of situations. Explore what to do— and not to do— in order to deliver an authentic apology.

Directed by Vitalii Nebelskyi, and action agency.

This video made possible in collaboration with Character Lab
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A special thanks to Karina Schumann who provided information and insights for the development of this video.

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