One Trend, Many Lessons: Why Brands Are Suddenly “Apologising” Online

Introduction: The Rise of the Humble-Brag Brand Apology

If you’ve been anywhere near social media recently, you’ve probably seen the “formal apology” trend that’s been doing the rounds. At first glance, it looks like a real apology – the tone is formal and remorseful, there’s a blank white background, and the brand is expressing genuine regret. But as you read on, it dawns on you that the brand is basically apologising for being too good at what they do.

Who started this parody apology trend? It went viral after a few major Indian brands like Škoda and Myntra posted their own, encouraging other brands to join the bandwagon. It works because it’s an extremely witty and interesting form of humour-led marketing with very obvious appeal. Why? Well, in a world saturated by predictable brand gimmicks, through social media and other channels, people are hungry for cheeky, relatable content. We all know what a brand apology looks like – this trend takes that same formula and subverts it with humour, bringing an interesting twist to what is usually a grave and formal context.

Let’s Dig Deeper into Why Brands Are Doing This

Humour has always been a winner when it comes to communication, but it’s worth more gold than it’s ever been in the current attention economy. In Mzansi, we spend about nine hours online daily, with about 3.5 of those on social media. What we know for sure is that social media algorithms favour fresh, witty, and culturally relevant content – parody spreads like a good plague. These fake apologies hit home because they ditch hard-sell tactics for a simple wink at the audience. What does this achieve? It shows that the brand is “with it,” that they understand the rhythm and lingo used on the internet streets. Instead of predictable direct marketing, the brand comes across as self-aware and approachable, which is what younger, hyper-connected audiences resonate with.

Why Do These Faux-Apologies Resonate with Audiences?

Because they poke fun at something we’re all familiar with, something we often raise our eyebrows or roll our eyes at. We’ve all skimmed through the standard corporate apology with its long statements, grave tone, and overly dramatic “sincerity” – but subverting this very familiar ritual turns the format into a moment of laughter: “We’re sorry for being irresistible.” It’s an indication that we don’t take ourselves too seriously as brands. Why does this work so well in Mzansi? Because witty brand humour is essentially a part of our culture. We’re always up for a good laugh, and our people have always been more interested in brands that sound like real people as opposed to institutions.

Is There a Risk, Though? Can Humour Miss the Mark?

Well, yes. As popular as the trend is, it comes with a clear warning… South Africans can tell the difference between clever and careless. We’ve seen our fair share of brand faux pas from the likes of Clicks, H&M, and others. There’ve been moments when apologies were necessary and when these brands had to be sincere, sensitive, and socially aware. We’ve been bitten before and are twice as likely to be shy, which means we will never tolerate humour that misses the mark and becomes insensitive as a result of simply being out of touch. Is parody a great tool for humanising a brand? Yes, but it can also very easily expose its tone-deafness. A faux apology must be exactly what it is, without trivialising genuine accountability.

How Does South Africa’s Digital Landscape Shape the Trend?

Our digital behaviour has been developing in interesting directions recently. In SA, there are about 80% of us online at the moment, with TikTok on the rise as the most used platform, from 15% in 2023 to almost 43% in 2024. Brands are having to move towards younger and faster platforms, which requires them to have their ear to the ground and their finger on the pulse when it comes to cultural intelligence. People can see through gimmicks. They appreciate good humour but can detect a lack of emotional sincerity from a mile away. They respect brands that aren’t afraid to be bold but also don’t tolerate insensitivity. The social media landscape is developing every day, and so are people’s expectations. Brands need to pay close attention to what they say, as well as how, when, and where they say it.

What the Trend Reveals about Consumer Expectations

The hype around humble-brag apologies paints a much bigger picture, which is that people want brands that understand nuance. Well-cooked humour “slaps” because it respects the audience’s intelligence. It says: ”We know you’re with it and see through advertising tricks, we want to be ‘with it’ – to talk with you, not talk at you.” This kind of wit and a sense of awareness is what makes audiences trust you. People enjoy a good joke, but not when it’s at their expense. Authenticity is still the core expectation, even in an age dominated by irony and memes.

Here’s What to Ask Yourself before Releasing a Humble-Brag Brand Apology

Will this apology post actually help my brand?
Can this trend damage my brand if used incorrectly?
Is this a long-term communication strategy or just a fad?
Can we do this in a clever way without being cringe?

Conclusion: The Balance between Clever and Cringe

The rise of the parody apology shows that audiences are interested in brands that can be human, witty, and culturally clued in. A well-baked humble-brag can make a brand feel modern, confident, and reliable – but there’s a fine line between clever and cringe. One joke that misses the mark can turn the tables on a brand trying to play the popular game. In the fast-paced and highly charged environment of the digital landscape, there’s one rule to remember: audiences are always keen to laugh with you but will not tolerate being laughed at. The brands that get this are the ones that keep winning.