The news: The US Supreme Court’s June decision in Dobbs v. Jackson Women’s Health Organization, which overturned Roe v. Wade and put the legal status of abortion back in the hands of states, has eroded trust in brands.
A survey from GroupM and Mindshare found that over half of consumers don’t trust brand statements around reproductive rights, and think they’re often inauthentic or done to attract consumers.
No more “staying out of politics”: Remaining neutral isn’t an option for brands anymore. Even before Roe v. Wade was overturned, consumers had been putting greater pressure on brands to take active stances on social issues, and June’s decision turned up the fire.
An unexpected advertising impact: Beyond branding concerns, the Dobbs v. Jackson decision propelled digital advertising and consumer privacy into rare mainstream consciousness.
The big takeaway: Abortion is an issue that brands and the broader advertising industry can’t ignore. Because consumers doubt the authenticity of brand statements in support of reproductive rights, brands will have to show a continuous commitment to the cause to win trust.
This article originally appeared in Insider Intelligence's Marketing & Advertising Briefing—a daily recap of top stories reshaping the advertising industry. Subscribe to have more hard-hitting takeaways delivered to your inbox daily.