Apologies Matter: What Lizzo and Beyoncé Can Teach Marketers

So it came as a shock when both artists used the word “spaz” in their songs. Lizzo used the word in the song “Grrrls” and Beyoncé in the song “Heated.” The word has historically been used as a derogatory slur toward people with disabilities. Particularly, this slur can be targeted toward individuals with cerebral palsy. After facing much criticism on social media from individuals with disabilities and allies of the community, both artists apologized. They also committed to changing the lyrics.

Just like in any relationship, apologies matter. And in the relationship between consumers and brands, consumers are waiting to see how brands respond after causing harm. The question top of mind is: How will they make this right?

Here are three lessons marketers can take away from Lizzo and Beyoncé on how to apologize the right way.

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Don’t wait

Apologies carry less weight and importance the longer you wait. When an apology is delayed, we often wonder: What took you so long to apologize? Are you really sorry, or are you now just forced to be sorry?

In Lizzo’s case, she was very timely. As soon as she heard the feedback from fans, she acted quickly, in less than 48 hours. By posting it on Instagram, Lizzo was also able to reach her fans instantly. In Beyoncé’s case, she also quickly apologized and chose to have her team represent her apology.

For brands, if you want the apology to matter, don’t wait. Being timely is a key part of starting the journey to acknowledge the hurt you caused and rebuild trust.

Don’t offer a ‘non-apology’

We have all received the “non-apology” or the fake apology. It is usually something along the lines of, “I am sorry you feel that way,” or, “I am sorry that you misunderstood what I meant to say.” It’s when the person who has caused you harm or offense won’t actually take accountability or acknowledge why they are apologizing in the first place.

Lizzo’s apology reflects what a heartfelt one looks like: “It’s been brought to my attention that there is a harmful word in my new song ‘Grrrls.’ Let me make one thing clear: I never want to promote derogatory language. As a fat black woman in America, I’ve had many hurtful words used against me so l overstand the power words can have (whether intentionally or, in my case, unintentionally).”

Beyoncé also quickly acknowledged the harm she caused after many fans addressed her on social media. A representative for Beyoncé told Business Insider: “The word, not used intentionally in a harmful way, will be replaced,” the statement said. So both artists didn’t just say “sorry,” they were clear about why they were.

When brands cause harm, they must acknowledge what they have done when apologizing. Consumers will call them out on the non- apology. Being explicit about the harm that was caused is what matters.

Do better, be better

After you have caused harm and then provide a sincere and genuine apology, now begins the work to do better and be better. It can be a long road to rebuild trust with those individuals who have been hurt and harmed by your actions.

In Lizzo’s case, she is an outspoken social and political activist, advocating for marginalized communities through her music. She has used her platform to rally support for a number of humanitarian crises. Lizzo has also been a strong advocate for body positivity and self-care.

Beyoncé is also a powerful social justice advocate. She continues to uplift communities of color by writing checks that make an impact. She also creates music with purpose: Her Coachella performances paid tribute to the culture of historically Black colleges and universities. She has been a vocal supporter of the Black Lives Matter movement.

Both artists have a strong track record of being an ally. While they caused harm, it’s an opportunity to continue to show their fans how much they truly care.

Some fans may be more likely to forgive them given their track record of allyship. Others will be watching and waiting to see how they continue to rebuild trust.

Marketers, take note. How your brands show up for consumers after you have caused harm and what you choose to do next matters the most.

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