Apostrophes are going wild! Everywhere I look I’m seeing apostrophes being misused – on printed leaflets, posters, websites, sales letters… Aaarrgghh!
I want to scream out that plurals don’t have an apostrophe. In other words it’s not customer’s, it’s customers (as in: our customers are never wrong). Unless the sentence is something like: our customers’ needs. And when you’re referring to more than just one customer, it IS customers’ and not customer’s. Our customer’s needs refers to just one customer.
But when it’s just a plural – our customers are freaking fantastic… what the chuffing heck would we do without our stupendously brilliant and awesome customers… – there is no apostrophe.