We’re Tired of Celebrities Apologizing for Their Terrible Behavior, and Being Rewarded for It

Can we please stop?

Jessica Wildfire
7 min readJun 14, 2021


Here’s the thing about an apology…

It’s not for you.

The point of an apology isn’t to restore your image, or make up for lost income from canceled contracts with big box retailers.

It’s not to convince everyone that you’re a better person, or that you deserve a second or third chance. Apologies are meant for the person you hurt, and the point is to give them closure, or to repair a relationship. Increasingly, that’s not how celebrity apologies are coming across.

They don’t seem genuine, partly because they keep having to do it, which cheapens the act for everyone.

For example:


Of course, maybe I’m wrong. Maybe all of Chrissy Teigen’s apologies are real, just like all of Kim Kardashian’s apologies are real, and all of Kylie Jenner’s apologies are real, and all of PewDiePie’s apologies are real.

It sure doesn’t feel like it, though.

It would be more convincing if someone didn’t wait to apologize until after they’d lost deals and sponsorships. So that’s my opinion. There’s an awfully unshakable sense of self-interest and narcissism in these apologies, especially when they say they’re not asking for forgiveness, but they seem to want all the stuff that comes with it.

That’s exactly what so many celebrities and influencers don’t understand, and what I find so irritating about them. I haven’t even heard of 90 percent of these celebrities until their apologies pop up in my social media, asking me to forgive them, or not forgive them, or just understand that they’re a human being. Honestly, I don’t even know what they’ve done until I get curious and google it. And it’s usually something pretty awful.

For a long time, I didn’t know what these celebrities wanted. Then I finally realized what they were after.

Our attention.
Our time.
Our energy.
Our money.