On Twitter/X not long ago I saw a thread about a training session which someone had just run for a group of professional women. They’d discussed, among other things, the problem of women constantly saying “sorry”. So far, so familiar: the Over-Apologizing Woman is a staple of this kind of training, and I’ve written about her on this blog before (if you missed it, see here, here and here). But what caught my eye on this occasion was a statistic the trainer had presented: in the course of her life, the average woman will apologize 295,650 times.
This number piqued my curiosity because it’s so precise: not “around 300,000” or “over a quarter of a million”, but exactly 295,650. Purveyors of linguistic zombie facts (so-called because they refuse to die no matter how often they’re debunked) most often choose round numbers, like “men utter 7000 words a day whereas women utter 20,000”. Their simplicity makes them easy to remember, but it also raises the (justified) suspicion that they’re invented rather than real. 295,650 seems more believable–it looks less like a made up number and more like the result of some kind of calculation. Where, I wondered, did it come from?
The trainer’s presentation suggested that it came from research done by someone named Serenta Flowers. I’d never come across her work, so I asked the trainer for the reference. She helpfully supplied me with a link—but when I followed it I discovered that “Serenta Flowers” was not a researcher, or indeed a person, but a typo. The actual source of the number was a survey conducted a few years ago for Serenata Flowers, a company which describes itself as “the UK’s leading online florist”.
According to HR News, one of many websites I found that had carried reports on this survey, Serenata’s researchers had asked just over a thousand British workers a series of questions about apologizing–how many times a day they apologized, what kinds of things they apologized for, how they felt about apologies. Analysis of the responses revealed that the average number of apologies per day was eight for men and ten for women. The lifetime figures (236,520 for men and the aforementioned 295,650 for women) seem to have been extrapolated from these daily averages. I couldn’t reconstruct the calculation exactly, but if you assume a life-expectancy of 80 years, convert that into a number of days and then multiply by the male daily average of eight, you get a total of c234,000, which is reasonably close to the lifetime figure of 236,520.
There are many things I could say about the dodginess of these numbers. For instance, the lifetime figures seem to have been calculated on the assumption that people produce the same number of apologies every day of every year from birth to death, which is clearly not the case (do young children apologize eight or ten times a day?). What is meant by the word “average” is not explained, and no details are given about the composition of the sample (how representative was it of the British working population? Would the numbers be equally valid for British workers of all ages, races, regions, classes and occupations?)
But I won’t delve into these technicalities, because there’s a much more basic reason why I don’t believe Serenata’s numbers. The survey relied on self-reporting (that is, people describing their own behaviour, as opposed to someone else observing it). There are some things this approach works well for, but linguistic behaviour isn’t one of them. Most answers to a question like “how many times a day do you apologize” will be no more than guesses; even if people are making a genuine effort to reconstruct the details, their recollections are unlikely to be accurate, because so much of our informal spontaneous speech is essentially produced on autopilot. We don’t pay much conscious attention to what we’re doing, and we certainly don’t keep track of how many times we’ve done it in the last eight hours. If I spent a day following you around with a clipboard and making a note each time you apologized, I’d expect the figure I ended up with to be quite different from your own best estimate.
Self-reports are also unreliable for another reason–because people’s responses to questions about their behaviour tend to be influenced, more strongly than the behaviour itself, by their beliefs about what’s acceptable or desirable. For instance, it’s well known that patients answering questions about their lifestyle often report drinking or smoking less than they really do–a tendency healthcare professionals adjust for by mentally increasing or even doubling the self-reported numbers. Similar considerations apply to linguistic behaviour. Some people may claim not to use nonstandard (or in lay terms, “incorrect”) pronunciations or grammatical forms, when recordings of their speech show that in reality they use those forms a lot; others may claim to use more nonstandard forms than they really do. What these inaccurate reports reflect is the understanding that certain ways of speaking are considered typical of, or appropriate for, certain kinds of people. The way someone says they talk may tell us less about their actual behaviour than about the kind of person they either think they are or would like to be seen as.
The relevance of this to the Serenata survey is that apologies, in the popular imagination, are very strongly associated with women rather than men. Could the stereotype of saying sorry as a “female verbal tic” be at least partly responsible for the finding that women reported apologizing more frequently than men?
I say “at least partly” because there is some evidence from reputable research which supports the belief that women apologize more than men. But it’s possible the size of the difference was inflated in this survey by a tendency for respondents of both sexes to report what they subconsciously thought of as “gender-appropriate” numbers (that is, higher for women and lower for men). The potential for this kind of bias is another reason to be wary of claims about language-use based on self-reports–especially if numbers are involved.
I used to think that what was behind the problems I’ve been discussing was simply that the people who design surveys like Serenata’s are not very knowledgeable about research methods. But whether or not that’s true, I’ve come to think it’s not the main issue. The real purpose of these surveys is not to produce accurate facts and figures, but to generate publicity and promote the client’s product. And for that purpose, dodgy statistics may be as good as, or even better than, more reliable ones.
Consider, for instance, how the statistics discussed above are presented and interpreted in the HR News report I linked to earlier (which, incidentally, is identical to several other reports I found online, making me suspect that it’s actually a press release written by Serenata’s own marketing department). After giving us the numbers for how often workers apologize, the report goes on:
Due to the overuse of everyday apologies in the UK workplace, a huge 80% of workers feel the word “sorry” carries little value, and as such we need to work harder to communicate a sincere apology when it’s due. 73% of those surveyed said receiving a bouquet of flowers with an apology would help it feel more genuine.
Then it quotes a spokesperson for Serenata, who notes that
gifting flowers is a great way of going the extra mile to show someone you care and want to right a wrong. Apology flowers are so popular that we actually have a section of the website dedicated to them.
It couldn’t be much clearer that the survey was basically a marketing exercise, designed primarily to promote “apology flowers”. And to achieve that goal it needed the supposed facts about how often people apologize to fit with the conclusion that “everyday apologies” are “overused”. This explains why there’s so much emphasis on the lifetime apology count of 295,650;. If you’re trying to convince people that apologies are overused, it helps to present them with a number big enough to make them think “well, yes, that does seem a bit excessive”–a reaction they’d be less likely to have to the daily average of 8-10, though the lifetime figure is merely an extrapolation from the daily average (i.e., it’s just a different way of saying the same thing). In scientific terms the lifetime number is pretty meaningless, but its real function is rhetorical, backing up the assertion that words like “sorry” are too “overused” to seem “genuine”.
But even if we believed the numbers, the conclusion being drawn from them wouldn’t follow. To explain why it’s nonsense to say that “sorry” is overused, we need to take a closer look at what “everyday apologies” actually do.
The things respondents to the survey said they apologized for most often were minor offences like being late for appointments, missing calls and accidentally bumping into someone. These are not wrongs which need to be righted by sending flowers; they’re exactly the kind of fairly trivial infractions for which a conventional formula (like “sorry I’m late”) is the contextually appropriate choice. These everyday apologies are what we reach for in situations where no apology would be rude, but an elaborate apology would be weird. Such situations are very common–I don’t find it at all implausible that they might crop up eight or ten times in a working day–and so, therefore, are the low-level, formulaic apologies they call for.
The observation that everyday apologies “carry little value” is, in a way, correct—as I’ve just said, they’re for situations where you don’t need to make grand gestures—but in context they carry as much value as they need to. Their function is to maintain harmonious social relationships by reassuring a person you’ve imposed on in some way (for instance, by keeping them waiting or interrupting what they’re doing) that you’re aware of the imposition and you regret it. With minor impositions a brief, conventional expression of regret is sufficient: no one asks, or cares, whether the stranger who apologizes for stepping on their foot on a crowded bus is “genuinely” or “sincerely” sorry.
But that doesn’t mean the expression of regret is unncessary; the fact that it’s formulaic doesn’t make it meaningless or valueless. Saying sorry is a token not only of the speaker’s regard for the person she’s imposed on, but also of her more general willingness to be bound by the social norms which define what counts as an imposition. Those norms vary across cultures, but withholding apologies when they’re culturally expected is liable to be taken as an anti-social act. That’s another reason why we use everyday apologies–to stop people judging us as arrogant, ignorant or socially inept. The stereotype of women who say sorry as grovelling, self-abasing doormats completely misses the point that in many cases we apologize as much for our own benefit as for other people’s.
What all this boils down to is that Serenata’s survey is garbage. But you might ask, does that really matter? It’s not a Ph.D thesis; it doesn’t claim to be adding to the sum of human knowledge. You can’t blame businesses for commissioning “research” designed purely to serve their commercial interests. And anyway, no one takes these surveys seriously…do they?
Well, actually, they sort of do. Serenata’s survey got a lot of media coverage online: when I searched I found (what I take to be) the company’s press release about it reproduced on a range of HR, business and career-themed websites (there was even a specially-tweaked version for Scottish outlets, with statistics specific to Scotland). It was also the peg for several gender-themed features and opinion pieces on websites targeting a female audience: their headlines included “Women apologize 295,650 times in their lives”, “Do women really apologize more than men?” (no prizes for guessing the answer) and “This study explains why women feel the need to apologize so much” (which focused mainly on a different study, but cited Serenata’s survey as evidence that “the numbers are there”).
Not one of these pieces questioned the credibility of Serenata’s numbers. They were presented simply as facts, products of what was invariably described as a “study” or “new research”, as if a market survey commissioned by an online florist were no different from a peer-reviewed article in a scientific journal. In that sense people did take the survey seriously; and I do see that as a problem, since if it isn’t actually true that “women apologize 295,650 times in their lives”, a piece which takes the truth of that claim as its starting-point, whatever else it goes on to say, will just end up recycling myths.
And then there’s the context where I first came across the claim myself: a training course for professional women where Serenata’s statistic was again presented as reliable factual information. This way of using garbage research, in materials which are meant to serve an educational purpose, is the one that pisses me off most. And unfortunately it’s all too common: in more than three decades of investigating communication training, I’ve seen very few courses that made use of reputable research evidence. Most are a mishmash of well-worn folk-stereotypes, findings from market surveys like Serenata’s, and made-up pseudoscience culled from bestselling self-help titles and/or the pronouncements of management “gurus”. Which would be one thing if the training were effective, but there is no good evidence that attending these courses either changes trainees’ ways of communicating or improves their career prospects. Yet they continue to be popular with organizations of all kinds—and even, to my eternal regret, with women who think of themselves as feminists.
In these circumstances, the best advice I can offer is caveat emptor, let the buyer beware. I can’t stop you from being exposed to this kind of garbage (particularly in your workplace, where training may be compulsory), but I can try to give you some pointers on how to spot it, so you can put it in the bin where it belongs.








