报告：身体自主权对品牌营销的影响（英）-18页_1mb

BODILY AUTONOMY AND BRAND MARKETING

Introduction

• Bodily Autonomy is defined as the right to make choices over one's body and future without violence or coercion.
• Recent legislation, like the overturning of Roe vs. Wade, is increasing scrutiny on bodily autonomy globally.
• There's a growing expectation for brands to be advocates for human rights and social issues, especially in the US where debate intensified. This report investigates the impact of these events, focusing on legitimate marketing fallout.

People's Sentiments

• Bodily autonomy impacts more than women (LGBTQ+, disabled, Black communities, economically disadvantaged). Sensitivities vary among groups and are influenced by past experiences and societal position.
• Trust in public institutions is eroding regarding bodily autonomy. Consumers increasingly turn to brands for ethical leadership, feeling higher expectations.
• Key concerns revolve around changes in policy (especially abortion access), health implications, safety risks, and economic inequality (women, minorities, people with disabilities).
• About half of US adults (58%) do not trust government or elected officials on decisions related to bodily autonomy, with a similar lack of trust in media (only slightly above Supreme Court, but below large companies, per opinion polls). Gen Z shows varied trust but is more likely to trust social media platforms.
• Many brand leaders face pressure from consumers over statements and actions related to bodily autonomy.

About the Study

• The report is based on research by authors from GroupM/Mindshare.
• Marketed surveys were conducted in August 2022 in the US, involving 2,169 respondents. The survey aimed to capture diverse perspectives.
• Respondents were provided with warnings about sensitive topics and the option to opt-out.

Key Findings

• Key Finding 1: People & the Experience Divide - Brands face pressure regarding leadership views and support for employees. Majorities believe brands have the influence and moral responsibility to take a stance (caring about leadership beliefs/employees). People will actively change purchase decisions if the leader makes regressive statements about bodily autonomy (40% would stop buying). Supporting employees also influences opinions, especially in the LGBTQ+ and Non-Binary communities. Marginalized groups feel the impacts more acutely based on identity. Marketing focused on women's empowerment needs to evolve with legislative realities.
• Key Finding 2: Media, The Loss of Privacy & Erosion of Trust - Traditional media often handles this issue poorly (politicizes, lacks real voices/stories). Sixty-seven percent believe media has a responsibility to educate on bodily autonomy. Gen Z increasingly trusts social media over traditional media but faces problems like data risks. Many fear illegals/social media prosecution and data weaponization. The loss of privacy poses significant risks.
• Key Finding 3: Brands & the Death of the Empowerment Campaign - Reproductive rights are linked to economic well-being, GDP, workforce participation, and personal security. About 25% of respondents felt the reversal of Roe would prompt them to shift spending. There is ample evidence linking restrictive laws to poor economic outcomes (national GDP lower, fewer jobs). Mandatory purchasing is not suggested.

What This Means For Marketers

• Bodily autonomy is fundamentally important (UN designated a human right), and silence is costly due to significant societal concerns.
• Businesses exist within democratic societies; protecting constitutional freedoms aligns with a healthy business ecosystem.
• Elevated consumer expectations require brands to define core values, ensuring actions match stated values.
• Purpose marketing must move from telling to being and involve tangible actions. Advocacy must be critical and intelligently executed to avoid backlash and ensure credibility beyond short-term trends.
• Brands must be vigilant, proactive, and constant in re-evaluating changing legislation regarding data ethics and online privacy.

Authors
A team of experts in areas like Inclusive Strategy, Marketing, and Analytics/Insights.

Key Insights summary (Context, Sentiments, Media Role, Risks, Future Empowerment)

• Context/Sentiments: Bodily autonomy complex beyond abortion, significant divides between White/Women vs. non-White/Men/Higher Identity groups regarding trust, voting, and focus areas; health safety major concern; loss tied to economic decline, inequality. Groups feel policy changes personally & systemically. Gen Z seeks info elsewhere but unaware of platform risks.
• Media Role: Erosion of trust widespread; Media focuses too much on politics/laws, ignores real stories; storytelling responsibility lies with media and marketers (authenticity needed over "purpose-washing"); need for better handling & education.
• Risks: Companies politically linked to regressive have major loyalty shift (40% stop buying). Purpose* without action backfires. Sensitive topic requires authenticity, defines brand.
• Future Empowerment: Decline of overt campaigns/regressive laws: Empowerment rhetoric ignored; Must redefine "empowerment" contextually; Concrete actions (supporting education, policy, employees) essential for NGOs/Brands versus symbolic marketing.