To Polly, who I hope (and think likely!) Is reading this.
1) it's not an apology if you don't apologise to your victims.
2) it's not an apology if you use it as a way to gain future sales ("I'm donating a percentage of profits going forward")
3) it's not an apology if you use it to promote your business - giving packs of your own products to schools??? Jesus the entitlement of thinking your products are so amazing vulnerable kids will benefit from them.
4) it's not an apology if you blame the people who discovered your awfulness, for discovering it. Slides 2 and 4 are the worst for this - "there has to be a better way of encouraging growth"??!!!
5) it's not an apology if you blame people knowing you're a bigot for your staff's livelihoods struggling. You being a bigot is why they are affected.
6) it's not an apology if you don't take personal responsibility - I am slightly older than you, from a not dissimilar background and never spewed an iota of the hate you did. About 4 years ago I self confronted how I had used to use the word 'gay' in a harmful way - I've donated monthly since then to multiple charities around the world fighting homophobia, as well as being a vocal ally at work and socially when homophobia rears its head. I've never denied that I used gay inappropiately as a slur and I've used my own experience when working with teens go help them recognise how 'jokey' slurs still cause pain and should be stopped. I still don't feel like I've redressed the wrong, I would never deny it, and I will live my whole life honestly with that guilt.
7) it's not an apology if you blame your mental health - guilting your audience into never mentioning your bigotry again.
8) it's not an apology if you try to control how your audience respond ("I would have started a conversation").
9) it's not an apology if you reframe the goal - "you should empathize with me" rather than "I did awful things and I am sorry".
10) it's not an apology if you like responses excusing you for what you did and said.
And the biggest one - it's not an apology if you don't acknowledge EXACTLY what you said and did, taking responsibility for how it was uniquely you who made the decision to put that insane negativity and hatefulness out there, and let your whole audience make an informed decision on whether to follow you.