The Non-Apology Apology Is Alive and Well at Wells Fargo and Facebook
Wells Fargo not long ago released a commercial titled “Earning Back Your Trust” that starts with a man on horseback riding in slow motion. The voiceover begins, “We know the value of trust. We were built on it.” The narrator then precedes to burnish the company’s credentials by talking about its history of transporting gold from the West, and that it built on the trust it engendered until it, well, lost its way.
Now, however, Wells Fargo is completely re-committed to its customers, and devoted to “fixing what went wrong.” It’s ending product sales goals for branch bankers. It’s holding itself accountable. “It’s a new day for Wells Fargo,” explains the narrator. “But it’s a lot like our first day.” Meanwhile, The Black Keys’ “Howlin’ for You” plays over the slickly-produced minute-long spot.
Ahem, pardon me if I seem unconvinced. Not only is the song choice a curious one—to me, it seems more befitting of a Budweiser commercial with some ruggedly handsome guy chatting up an equally telegenic twenty-something in a bar—but the ad’s tone also seems off. That is, it seems less of contrition, and more of self-congratulation as if the company’s storied history more than makes up for any momentary ethical lapses.
But, oh, what an ethical lapse it was. Wells Fargo’s promotion of an aggressive sales-oriented culture was highlighted amid a yet-ongoing scandal involving fraudulent sales to unsuspecting customers, one that saw over 5,000 employees fired, the resignation/retirement of CEO John Stumpf, and over $100 million in fines assessed by the Consumer Financial Protection Bureau and other agencies.
Moreover, if recent events are any indication, the banking giant hasn’t learned its lesson when it comes to responsible selling practices. Reportedly, more than 550,000 Wells Fargo customers are believed to have been pressured into buying car insurance they didn’t need last year, 20,000 of whom are believed by the company to have defaulted on their car loans and had their vehicles repossessed as a function of the additional costs. This latest turn in Wells Fargo’s saga had the company potentially on the hook for an additional $1 billion in fines as of the time of this CNN report by Donna Borak and Danielle Bronner-Wiener. Noting the earlier allusion to the bar scene in reference to the “Earning Back Your Trust” commercial’s soundtrack, should we, um, just this put this on the company’s tab?
Two things are particularly striking about Wells Fargo’s ad. The first is that the company professes to be primarily interested in the consumer’s satisfaction, and seems content to hold itself accountable, but asking consumers to trust it to do so when it has violated this trust on a large scale is absurd. It’s like asking the fox to watch the proverbial henhouse, and it’s all but a slap in the face to those who were done financial harm or otherwise were put at risk by Wells Fargo’s sanctioning of a manipulative, underhanded sales culture. It’s why there is a Federal Reserve cap in place on the bank’s growth. Wells Fargo hasn’t proven it can hold itself accountable yet, so why should we take them at their word now?
The second is what’s not in the ad: anything resembling the phrase “we’re sorry.” By the end of the ad, Wells Fargo is pivoting to the future. It’s a new day. Cue images of a horse-drawn carriage surging ahead. Another slap in the face. We haven’t even begun to have the kind of conversation we should be having about your company’s malfeasance, but you’re ready to move on with bluesy rock anthems and images designed to sell even more of your products? Clearly, you don’t get it, and that comments are disabled for the YouTube version of this spot only further convey your tone-deafness. At the very least, you should want to hear what the average consumer thinks about your brand to know how far you need to go to repair your image. Evidently, you don’t want to know. You just want those earnings to hold.
Facebook, facing its own scandal involving the breach of the public’s privacy and trust, issued its commercial “Here Together.” The idea is the same. Once again, it’s about a minute in length, and is designed to remind you about what you loved about the company in the first place—to make friends, connect, and feel “a little less alone” (and maybe, er, stalk that cutie you met in your section of Expository Writing)—briefly acknowledge problems with clickbait, data misuse, fake news, and spam, swear the people running the company will do better, and pivot to the future. A future in which you presumably will continue to use Facebook, invest in it financially, and casually ignore that you have little to no idea about how it uses or sells your information. Again, no mention of being sorry. This whole breach of faith was just a hiccup, a bump in the road. And once again, comments are disabled. Facebook, you get a Dislike from me.
These responses to public outcries from Wells Fargo and Facebook are examples of the non-apology apology, an exercise in linguistics that offers the appearance of sympathy without any underlying genuine remorse, and perhaps even masking irritation at having to acknowledge the other party’s concerns. Both companies seem to indicate “mistakes were made,” but using the passive voice, so as not to implicate anyone specific. Let’s just leave it at that, shall we? Besides, isn’t the Wells Fargo mobile app great? Aren’t you excited that Facebook is planning to create a dating service? GET EXCITED, PEOPLE!
By this token, there is no real admission of guilt among the higher-ups at these companies. Any sense of regret, therefore, is in relation to getting caught, not with respect to betraying the trust of its users. What’s more, their sense of indignation likely reflects an understanding of their prominence. Wells Fargo is one of those financial institutions that easily falls under the heading “too big to fail.” Facebook is one of the preeminent social media apps/sites on the Internet and mobile devices, surpassed only by Google and YouTube in terms of popularity.
If the people scrutinizing their decision-making are lucky enough to fully comprehend what these businesses do—with Facebook, in particular, observers argued that senators charged with questioning CEO Mark Zuckerberg did not—there’s still the matter of how to truly hold executives accountable for failures within their organizations. John Stumpf, CEO of Wells Fargo when news of the scandal facing his company broke, retired and walked away with $134 million. And that’s without a golden parachute! His payout could’ve been that much higher had he been fired and given a severance package!
What’s upsetting about all of this is that Facebook and Wells Fargo, while particularly large and notable examples of it, are not the only perpetrators of public relations disingenuousness, a condition that transcends the corporate realm. Politicians and other public figures, for instance, are renowned for their proficiency with the non-apology apology. How many times have we heard the phrase “I’m sorry if anyone was offended by my remarks, but…”?
Implicit in this kind of statement is the notion that the problem may be on the part of the intended audience and not the accused offender, i.e. “you’re being too sensitive” or “you’re upset for some other reason.” You’re right, Mr. Senator, sir. Upon further inspection, I’m the asshole. Sorry for insinuating that the onus should be on the person making public comments in the first place and wasting your time.
If not making some half-hearted attempt to express regret for their actions and/or sympathy for victims and their families, public figures can claim to be transparent while throwing out false or otherwise misleading information. David Fleshler, reporter for the South Florida Sun-Sentinel, outlined in a recent piece how Broward County Public Schools, the school district under whose purview Marjory Stoneman Douglas High School falls, has repeatedly insisted that Nikolas Cruz, the shooter behind this tragedy, was never involved with what is known as the PROMISE program—but that this information is patently false.
Even if the PROMISE program, designed to keep at-risk youths from traveling along the school-to-prison pipeline, is somewhat of a red herring being pointed to largely by opponents of gun control, that the school district would knowingly obfuscate this element of Cruz’s history sends the wrong message about the administration’s reliability as a source of information for concerned family members and members of the Parkland community.
Other elements of the district’s interactions with the public of late have been similarly disturbing in their lack of transparency. Superintendent Robert Runcie has claimed that all of Cruz’s school records have been passed along to authorities, but a Broward County detective at a school safety meeting contradicted this assertion. The district has also refused to release any documentation related to these records, citing exemptions under Florida state law that do not apply to school boards, and understated how long Nikolas Cruz had been a student at Stoneman Douglas prior to his expulsion.
Runcie has additionally blocked his critics on social media and has dismissed reports that disagreed with internal accounts as “fake news.” These responses to public inquiries smack of a school district administration that is more concerned with its image than of allaying the doubts of interested parties, and even if its aims are more meritorious, its opacity creates its own set of problems.
Certainly, in financial/economic terms and in terms of the geographical spread of their influence, Wells Fargo’s and Facebook’s lack of transparency are more significant than that of Marjory Stoneman Douglas H.S. We’re talking millions of users/customers and potentially billions of dollars. That not withstanding, the handling of relevant information by the powers-that-be governing the latter is significant in its own right, owing to a similar perceived lack of empathy and trustworthiness at a place and time where gun violence cost 17 lives—on which you can’t put a price—and when the push for meaningful change on gun policy is so strong.
To be sure, the situation facing the school district is a difficult one. Robert Runcie and others don’t want the point about the need for gun control to get lost in the demand to know details about Nikolas Cruz’s life. To this end, that Cruz was able to buy a weapon legally is not to be diminished. At the same time, offering conflicting reports to families and the media, and restricting the flow of information altogether, exposes the district to all kinds of speculation about its culpability.
David Fleshler notes how the PROMISE program is “controversial” in that its critics argue that the program is too lenient with students, that the system can be “gamed” so that youths can commit offenses so as long as they don’t violate its principles and can time it to earn a clean slate the following year, and that it creates an unsafe environment for the other students in the classroom. Add to this the idea the school district did a poor job of implementing this program and/or tracking Cruz’s interaction with it (Cruz was referred to the program but never completed it), and the narrative of the shooting being primarily fueled by Runcie and Co.’s incompetence as well as the school’s preoccupation with its image becomes that much more compelling—fairly or unfairly.
Superintendent Runcie’s public comments haven’t done much to assuage these concerns either. In a version of the non-apology apology, when asked about why the school district had to backtrack on the assertion that Cruz was never a part of PROMISE, Runcie appeared to accept responsibility (“I’ll take the blame for that”), only to say that he was “conveying what information [he] had received from staff internally, and that’s where we were at that moment in time.” So, wait, it’s the staff’s fault?
As for why he would release incomplete research into Cruz’s history, Runcie replied that he couldn’t tell the media and the public to “wait ’til June when we get our complete investigation done, because there’s a level of impatience out there.” So, wait, it’s the fault of the media and the public for being impatient? Sorry, all those kids inconveniently got shot and made you have to do your job, Mr. Runcie.
At the end of the day, the failure of Broward County Public Schools to respond adequately to requests for more information, and to acknowledge more plainly that it failed Nikolas Cruz and his victims, may be, as it is with Facebook and Wells Fargo, about numbers more than people. The PROMISE program, for its good intentions, can have the effect of discouraging communication between schools, law enforcement, and public health agencies, such that touted statistics on lower incarceration rates belie the real danger communities still face of children like Cruz falling through the cracks, so to speak.
And then, of course, there’s the matter of funding. Supt. Runcie has been very vocal about the lack of funding for his school district, the sixth-largest in the nation, as a subset of Florida’s already-low funding compared to the national average (according to Runcie, the Sunshine State ranks 44th nationally in this regard), and recently, the Broward County school board approved a proposal for a homeowner tax increase designed to generate another $93 million to this cause to be voted on later this year.
As legitimate as these needs may be, though, it’s admittedly a tough sell for voting taxpayers when the district’s administration appears less than forthcoming and there are serious questions about how key programs at its schools are being implemented. Plus, from everything I’ve read, there’s no mention at being “sorry” about all the misdirection— not that you’d expect different at this point.
When it comes down to brass tacks, if you’re dealing with any of the aforementioned parties, you’re submitting to some sort of a trade-off. With Wells Fargo, you’re getting the convenience and relative safety (at least compared to smaller financial institutions) of a big bank. You’re also subjecting yourself to the risk that one of more its employees will try to sell you something you don’t need—perhaps without your knowledge, no less. With Facebook, you’re getting the ability to connect with people, share content, and even market a business. You’re also likely giving the social media platform wide latitude to share your information with third parties and to target you based on your identifying characteristics.
As for Broward County Public Schools, reportedly, some of its high schools rank among the best in the nation, including two in the top 500 (Pompano Beach H.S. and Cypress Bay H.S.) and six in the top 1,000 (such as Stoneman Douglas). Whether they are among the safest, however, is obviously a point of contention, and two parents of students slain in the shooting, Lori Alhadeff and Ryan Petty, are running for school board seats in part because of their dissatisfaction with the school district’s perceived lack of accountability, safety, and transparency.
While certainly, criticism of Supt. Robert Runcie and of the PROMISE program on a national front has been particularly strong from conservative publications, Alhadeff is a registered Democrat, and Petty is a Republican. There is room for concern on both sides of the political aisle, especially for those close to the victims of tragedies like the one in Parkland, Florida. Not that it should be welcomed, but death can affect one’s perspective on matters such as these.
Then again, if we’re viewing things in a simplistic and pragmatic manner, what doesn’t possess some form of trade-off? Besides, even if their public responses are lacking, the reactions of entities like Facebook and Wells Fargo are still better than that of, say, lawmakers who regularly avoid their constituents or otherwise confront them in a less-than-conciliatory manner.
Speaking of Florida and gun violence, Sen. Marco Rubio, who has received upwards of $3 million from the NRA and has been a notorious no-show at scheduled town halls before his constituents dating back to last year, received the “Three Billboards” treatment from activist group Avaaz after his insistence that stronger gun laws would not have presented the Parkland school shooting, with the message “SLAUGHTERED IN SCHOOL/AND STILL NO GUN CONTROL/HOW COME, MARCO RUBIO?”
As with the movie Three Billboards Outside Ebbing, Missouri, these billboards are a reaction to an act of brutality involving a child (in Florida’s case, more than one child) and the subsequent perceived indifference or faulty prioritizing from those figures sworn to protecting and serving the most vulnerable people under their jurisdiction. Even if you don’t agree with Avaaz’s methods, the allusion seems all too appropriate.
In short, yes, lack of accountability and transparency in public companies and governmental organizations is not a novel concept. Following a near-catastrophic financial crisis brought on by reckless behavior by the very people who were supposed to help safeguard against this eventuality, however, and in an era in which Americans, fed up with politics as usual, are rejecting “traditional” norms alongside a president who flouts accountability and transparency as a raison d’être, bad behavior yet matters.
Banks that fund pipelines like the Dakota Access Pipeline at the expense of the environment and Native American land now increasingly run the risk of seeing customers take their money elsewhere. Social media companies that fail to protect their users and their users’ information risk people abandoning their service. Politicians who ignore their constituents invite primary challenges from activism-minded candidates. As prominent as some of these icons of their respective fields are, this is not to say they can’t experience palpable losses.
Mark Harmon’s character Leroy Jethro Gibbs on the show NCIS memorably is quoted as saying, “Never say you’re sorry. It’s a sign of weakness.” Not only does Gibbs break this rule at several points during the series, though, but his numerous failed marriages suggest a pattern of toxic masculinity to which the viewer should not necessarily ascribe. For organizations like Wells Fargo and Facebook, and even down to more regional entities like Broward County Public Schools, the non-apology apology as a means of saving face rings hollow. Do you want to earn back our trust or preach togetherness? Ditch the commercials and interviews, say you’re sorry, and do what you claim you’re going to do. At the end of the day, it’s not a hard concept.
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