The Problem Many people don't apologize. Instead, most people offer either rubbish non-apologies, or simply ignore the hurt and wallpaper over it with a nice gesture. But any action will have a consequence. By not apologizing, we are telling the wrongdoing recipients that we don't love them, care for them, or respect them. Rubbish non-apologies often do more harm than good. Rubbish non-apologies will effectively damage or entirely destroy the love, respect and trust they have developed towards us. Long term the relationships will be weakened or die because we choose to not nourish them by giving love and care. They will grow wary of us, put on guard, distance themselves out or reduce contact to avoid us if they can, or even distrust us.