Londoners apologise for no reason up to seven times a day, study shows

More than half of Londoners would apologise for bumping into a stranger
PA Wire/PA Images

Londoners apologise for no reason up to seven times a day, a new study showed.

A survey of 2,000 Londoners by Diet Coke found "sorry" is most often used after a person mishears what someone has said and after bumping into someone by accident.

The 'Because I Can' campaign found more than half (58 per cent) of people in the capital would apologise after not hearing someone and 55 per cent would say "sorry" for walking into someone by mistake.

Some 28 per cent of people would apologise while trying to attract someone’s attention. Londoners even have the habit of apologising for things that are out of their control, such as the weather (5 per cent).

Londoners failure to live their lives lives unapologetically will see one person say "sorry" approximately 200,000 times in a lifetime - a total of 56 hours, the study showed.

Reasons for people's unnecessary apologising came down to fear of being judged by others.

Those over the age of 55 claimed to apologise 50 per cent less than the 16-24 age group.

The soft drink campaign aims to encourage fans to live their life unapologetically and to celebrate small accomplishments.

Marketing Director for Coca-Cola Great Britain and Ireland, Aedamar Howlett said “As a nation, it seems we are addicted to saying sorry, sometimes for no reason at all and Diet Coke’s new campaign ‘Because I Can’ will see the brand encourage fans to live life unapologetically, whether that be enjoying time with friends in person or trying new experiences and hobbies.”

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