Brands, much like people, make mistakes. According to new survey data shared exclusively with Fast Company, a company's path to redemption depends heavily on how it acknowledges those errors.
The data comes from Sprout Social, a firm that helps brands leverage social media to meet business goals. The company surveyed 2,250 consumers across the U.S., Australia, and the UK, finding that the method of response is endlessly important. The particular breakdown of right versus wrong ways to apologize was not detailed in the available source.
Consumer interest in brand controversies is high. Among U.S. respondents, 33% said they sometimes seek more information after a brand misstep, 27% often do, and 20% always do. Only 7% reported never investigating further. This suggests that controversies serve as a powerful draw for public attention.
This high engagement presents a double-edged sword. While the public's curiosity can turn a misstep into an opportunity for brand connection, it also means the scrutiny is intense. The scale of the original controversy itself often dictates a company's subsequent trajectory, regardless of the apology's quality.
Only the broad consumer interest data was provided; specific examples of effective or ineffective brand apologies were not included in the source material.