The Art of the Apology: Analyzing the Impact of Celebrity and Brand Apologies

Cover Design by Claire Abbo

The Art of the Apology: Analyzing the Impact of Celebrity and Brand Apologies

By: Tess Tillman

“I don’t want to be working in ballet or opera where it’s like, ‘Hey! Keep this thing alive,’ even though no one cares about this anymore,” exclaims Marty Supreme actor Timothée Chalamet in a recent CNN and Variety Town Hall Event on February 24. Since the sentence left his mouth, social media users across various platforms have posted their own opinions criticizing Chalamet’s careless statement like moths to a flame. As a society deeply involved in all online happenings, this is not our first rodeo in the scandal department; celebrity and brand apology statements have been a consistent presence throughout all eras of social media. People tend to make mistakes – for it is what makes us human, after all – but how the mistake is handled under the intense pressure of millions of digital eyes is how celebrities and brands can make amends reputably.

We are not unfamiliar with the style of a celebrity apology video. I’ve indulged in my fair share on YouTube growing up, with James Charles being the most memorable marker of the time period. The routine of a serious face, neutral color background, sit-down stance, and rugged appearance all come together to create the typical celebrity apology video. Once posted, celebrities can check the box and lay low until the moths crowd to the next scandal-shaped flame. Countless actors, influencers, and talk show hosts have delivered their solemn songs, regretting their public actions, and promising to be better. In a standard platonic relationship, forgiveness is frankly all one needs to move on; in online relationships between influencers and followers, there are higher expectations. Very rarely do we as a community see these apologies prioritized and a demonstration of serious action being taken to make a difference. As an intensely online society, appealing to the masses is the best way to get by as a public figure with a platform – even if you don’t mean it.

Though traditional and always expected, celebrity apologies often are ineffective. What was said has already been said, and shifting public opinion through a generalized apology is impossible. An insincere apology video often makes a situation worse by appearing forced; the speaker misunderstanding the criticized action, or playing the victim, are allegations that often follow celebrity apology videos. Cancel culture has evolved into a harsh battlefield where few make it out alive. I find it important that the general public is strict with what they allow their content producers and creators to get away with online; social media can be a toxic environment, and setting proper boundaries for what is appropriate ensures that certain conversations are reserved for those with the proper qualifications to engage in them.

When it comes to brand apology statements, the reverse is true: What celebrities catch hate for saying too much, brands are in the hot seat for not saying enough. I am not an expert in economics, but I know it takes a lot of behind-the-scenes action to run a business, and many companies opt out of sharing with their audiences. In brand-customer relationships, transparency is everything. It has become a growing trend for consumers to research exactly who they are shopping with to ensure the company's ethics align with their own. One company that caught a lot of heat and never fully recovered from is Djerf Avenue.

In 2024, Matilda Djerf, the creator of Djerf Avenue, known for its berry-printed bathrobes and nightwear, was outed for body-shaming her employees. As a brand that painted itself as outwardly body-positive, this controversy made headlines everywhere, and thousands swore off the brand. Djerf took to posting a four-page Notes app apology on social media, stirring up even more hate over why the brand had been deceitful about its message. Brand controversies raise many questions for consumers, the main one being: Are these truly brand ideals, or simply a ploy disguised as a marketing campaign?

It is crucial to remember that it is the public who grants online figures and major companies their power to influence us. The community of social media users acts as moths, mindlessly fluttering in the dark, awaiting a bright light of controversy to latch onto with questions about brand values and authenticity. Without consumers, people to interact with their content, and users to provide feedback, personal and commercial brands are simply a concept. If done right and proper action is taken to show that a person is truly seeking forgiveness, an apology certainly can be convincing and reassure fans that it was truly a mistake. Celebrities are the same amount of human as we are! But both society and the celebrity in the hot seat know the apology can be seen as an action to cater to social norms and another step in following social procedure. Like a fight with a friend or significant other, public apology statements act as a bouquet of “I’m sorry” flowers, a low-effort symbol of regret. Whether the public receives it with open arms or not, they move on to their next project and work to stay out of the mainstream public eye until the next scandal creates an uproar and keeps the cancel culture cycle moving steadily.