Heat

Heat - Sorry Like You Mean It

Situation

Women over-apologize. A lot. It has major implications for the way we work and how we communicate with the world, yet we could find almost no existing research on the subject. So we developed our own study, and we called it “Sorry Like You Mean It”.

Overview

Words have the ability to either give power or take it away. With “Sorry Like You Mean It,” we wanted to understand the motivations and implications of apologetic behavior, and start a conversation on how everyone (including men) could benefit from tackling the issue together.

Solution

Heat developed a first of its kind quantitative study that broke down apologetic behavior and offered thoughts on how to put more intention behind the words we choose. We took our results and turned them into a dynamic site where people could learn about our findings and challenge themselves to change their behavior. To get the word out, we developed short animated teasers with some of our most provocative findings, like the fact that women in senior leadership roles apologize more than their junior male counterparts, and then amplified  through social. 

Results

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