The best way to apologize (according to science)

Over the years, people have come up with some truly awful apologies. From classic non-apologies, to evasive excuses, and flimsy corporate promises, it's all too easy to give a bad apology. Good apologies generally share certain elements, and considering these factors can help you make amends in a variety of situations. Explore what to do— and not to do— in order to deliver an authentic apology. [Directed Vitalii Nebelskyi, and action agency, narrated by Jack Cutmore-Scott, music by Salil Bhayani, cAMP Studio].