www.wsj.com
Open in
urlscan Pro
2600:9000:223c:9200:3:4b0:de80:93a1
Public Scan
URL:
https://www.wsj.com/articles/why-many-brands-have-kept-their-voices-down-on-roe-v-wade-so-far-11652140246
Submission: On May 12 via manual from US — Scanned from DE
Submission: On May 12 via manual from US — Scanned from DE
Form analysis 1 forms found in the DOM
#
<form action="#" class="style--search-form-hI0pb2JfplZrewKUN--51 " role="search"><input id="searchInput" class="style--wsj-search-input-GNMy8Q5kg9IYwJKXYfIMm " placeholder="Enter News, Quotes, Companies or Videos" type="search"
aria-label="Search the Wall Street Journal" tabindex="-1"><button class="style--search-submit-2EFgMYmHzRT8YBR7BYrV6G " aria-label="Submit Button" value="Search" type="submit" tabindex="-1">Search <svg width="24" height="24" viewBox="0 0 24 24">
<defs>
<path id="search-medium_svg__a" d="M10.5 2a7.5 7.5 0 015.645 12.438l5.365 5.365-.707.707-5.365-5.365A7.5 7.5 0 1110.5 2zm0 1a6.5 6.5 0 100 13 6.5 6.5 0 000-13z"></path>
</defs>
<use fill="currentColor" fill-rule="evenodd" xlink:href="#search-medium_svg__a"></use>
</svg></button></form>Text Content
Skip to Main ContentSkip to SearchSkip to...
Select
* Listen to Article
* Content From Our Sponsor Deloitte
* What To Read Next
* Opinion Editor's Picks
* Sponsored Offers
* Content From Our Sponsor Deloitte
* Most Popular News
* Most Popular Opinion
* Opinion Editor's Picks
* Recommended Videos
Dow Jones, a News Corp companyAbout WSJ
* News Corp is a global, diversified media and information services company
focused on creating and distributing authoritative and engaging content and
other products and services.
* Dow Jones
* Barron's
* BigCharts
* Dow Jones Businesses
* Dow Jones Newswires
* Factiva
* Financial News
* Mansion Global
* MarketWatch
* Newsmart
* NewsPlus
* Risk & Compliance
* WSJ Live
* WSJ Pro
* WSJ Video
* WSJ.com
* News Corp
* Avail
* Business Spectator
* HarperCollins Publishers
* Housing
* Makaan
* New York Post
* REA
* realtor.com
* Storyful
* The Australian
* The Sun
* The Times
*
DJIA31665.29 points with a0.53%▼
S&P 5003920.32 points with a0.38%▼
Nasdaq11376.89 points with a0.11%▲
U.S. 10 Yr12/32 Yieldwith a2.855%▲
Crude Oil106.53 points with a0.78%▲
Euro1.0376 points with a1.31%▼
The Wall Street Journal
SubscribeSign In
English Edition
* English
* 中文 (Chinese)
* 日本語 (Japanese)
Print Edition
Video
Podcasts
Latest Headlines
SubscribeSign In
* Home
* World
REGIONS
* Africa
* Asia
* Canada
* China
* Europe
* Latin America
* Middle East
SECTIONS
* Economy
MORE
* World Video
* U.S.
SECTIONS
* Economy
* Law
* Politics
MORE
* WSJ Noted.
* U.S. Video
* What's News Podcast
* Politics
SECTIONS
* Capital Journal
MORE
* Politics Video
COLUMNS
* Gerald Seib
* Washington Wire
* Economy
WSJ PRO
* Bankruptcy
* Central Banking
* Private Equity
* Strategic Intelligence
* Venture Capital
MORE
* Economic Forecasting Survey
* Economy Video
SECTIONS
* Capital Account
* Business
SECTIONS
* Management
* The Future of Everything
* Obituaries
* Tech/WSJ.D
INDUSTRIES
* Aerospace & Defense
* Autos & Transportation
* Commercial Real Estate
* Consumer Products
* Energy
* Entrepreneurship
* Financial Services
* Food & Services
* Health Care
* Hospitality
* Law
* Manufacturing
* Media & Marketing
* Natural Resources
* Retail
C-SUITE
* CFO Journal
* CIO Journal
* CMO Today
* Logistics Report
* Risk & Compliance
* The Workplace Report
COLUMNS
* Heard on the Street
WSJ PRO
* Bankruptcy
* Central Banking
* Cybersecurity
* Private Equity
* Sustainable Business
* Venture Capital
MORE
* Business Video
* Journal Report
* Business Podcast
* Space & Science
* Tech
SECTIONS
* CIO Journal
* The Future of Everything
* Personal Tech
COLUMNS
* Christopher Mims
* Joanna Stern
* Julie Jargon
* Nicole Nguyen
MORE
* Tech Video
* Tech Podcast
* Markets
SECTIONS
* Bonds
* Commercial Real Estate
* Commodities & Futures
* Stocks
* Personal Finance
* WSJ Money
* Streetwise
* Intelligent Investor
COLUMNS
* Heard on the Street
* Greg Ip
* Jason Zweig
* Laura Saunders
* James Mackintosh
MARKET DATA
* Market Data Home
* U.S. Stocks
* Currencies
* Companies
* Commodities
* Bonds & Rates
* Mutual Funds & ETFs
MORE
* CFO Journal
* Markets Video
* Your Money Briefing Podcast
* Secrets of Wealthy Women Podcast
Search Quotes and Companies
* Opinion
COLUMNISTS
* Gerard Baker
* Sadanand Dhume
* James Freeman
* William A. Galston
* Daniel Henninger
* Holman W. Jenkins
* Andy Kessler
* William McGurn
* Walter Russell Mead
* Peggy Noonan
* Mary Anastasia O'Grady
* Jason Riley
* Joseph Sternberg
* Kimberley A. Strassel
MORE
* Editorials
* Commentary
* Future View
* Letters to the Editor
* The Weekend Interview
* Potomac Watch Podcast
* Foreign Edition Podcast
* Free Expression Podcast
* Opinion Video
* Notable & Quotable
* Books & Arts
REVIEWS
* Film
* Television
* Theater
* Masterpiece Series
* Music
* Dance
* Opera
* Exhibition
* Cultural Commentary
SECTIONS
* Arts
* Books
MORE
* WSJ Puzzles
* Life Video
* Arts Video
* Real Estate
SECTIONS
* Commercial Real Estate
MORE
* Real Estate Video
* Life & Work
SECTIONS
* Cars
* Careers
* Entertainment
* Food & Drink
* Home & Design
* Ideas
* Personal Finance
* Recipes
* Style & Fashion
* Travel
* Wellness
COLUMNS
* Your Health
* Work & Life
* The Middle Seat
* Bonds
* At Work
* Turning Points
* Off Brand
* On Trend
* On Wine
* On The Clock
MORE
* WSJ Puzzles
* Space & Science
* WSJ. Magazine
SECTIONS
* Fashion
* Art & Design
* Travel
* Food
* Culture
* Sports
SECTIONS
* Beijing 2022 Olympics
* MLB
* NBA
* NFL
* Golf
* Tennis
* Soccer
COLUMNS
* Jason Gay
Search
* Home
* World
REGIONS
* Africa
* Asia
* Canada
* China
* Europe
* Latin America
* Middle East
SECTIONS
* Economy
MORE
* World Video
* U.S.
SECTIONS
* Economy
* Law
* Politics
MORE
* WSJ Noted.
* U.S. Video
* What's News Podcast
* Politics
SECTIONS
* Capital Journal
MORE
* Politics Video
COLUMNS
* Gerald Seib
* Washington Wire
* Economy
WSJ PRO
* Bankruptcy
* Central Banking
* Private Equity
* Strategic Intelligence
* Venture Capital
MORE
* Economic Forecasting Survey
* Economy Video
SECTIONS
* Capital Account
* Business
SECTIONS
* Management
* The Future of Everything
* Obituaries
* Tech/WSJ.D
INDUSTRIES
* Aerospace & Defense
* Autos & Transportation
* Commercial Real Estate
* Consumer Products
* Energy
* Entrepreneurship
* Financial Services
* Food & Services
* Health Care
* Hospitality
* Law
* Manufacturing
* Media & Marketing
* Natural Resources
* Retail
C-SUITE
* CFO Journal
* CIO Journal
* CMO Today
* Logistics Report
* Risk & Compliance
* The Workplace Report
COLUMNS
* Heard on the Street
WSJ PRO
* Bankruptcy
* Central Banking
* Cybersecurity
* Private Equity
* Sustainable Business
* Venture Capital
MORE
* Business Video
* Journal Report
* Business Podcast
* Space & Science
* Tech
SECTIONS
* CIO Journal
* The Future of Everything
* Personal Tech
COLUMNS
* Christopher Mims
* Joanna Stern
* Julie Jargon
* Nicole Nguyen
MORE
* Tech Video
* Tech Podcast
* Markets
SECTIONS
* Bonds
* Commercial Real Estate
* Commodities & Futures
* Stocks
* Personal Finance
* WSJ Money
* Streetwise
* Intelligent Investor
COLUMNS
* Heard on the Street
* Greg Ip
* Jason Zweig
* Laura Saunders
* James Mackintosh
MARKET DATA
* Market Data Home
* U.S. Stocks
* Currencies
* Companies
* Commodities
* Bonds & Rates
* Mutual Funds & ETFs
MORE
* CFO Journal
* Markets Video
* Your Money Briefing Podcast
* Secrets of Wealthy Women Podcast
Search Quotes and Companies
* Opinion
COLUMNISTS
* Gerard Baker
* Sadanand Dhume
* James Freeman
* William A. Galston
* Daniel Henninger
* Holman W. Jenkins
* Andy Kessler
* William McGurn
* Walter Russell Mead
* Peggy Noonan
* Mary Anastasia O'Grady
* Jason Riley
* Joseph Sternberg
* Kimberley A. Strassel
MORE
* Editorials
* Commentary
* Future View
* Letters to the Editor
* The Weekend Interview
* Potomac Watch Podcast
* Foreign Edition Podcast
* Free Expression Podcast
* Opinion Video
* Notable & Quotable
* Books & Arts
REVIEWS
* Film
* Television
* Theater
* Masterpiece Series
* Music
* Dance
* Opera
* Exhibition
* Cultural Commentary
SECTIONS
* Arts
* Books
MORE
* WSJ Puzzles
* Life Video
* Arts Video
* Real Estate
SECTIONS
* Commercial Real Estate
MORE
* Real Estate Video
* Life & Work
SECTIONS
* Cars
* Careers
* Entertainment
* Food & Drink
* Home & Design
* Ideas
* Personal Finance
* Recipes
* Style & Fashion
* Travel
* Wellness
COLUMNS
* Your Health
* Work & Life
* The Middle Seat
* Bonds
* At Work
* Turning Points
* Off Brand
* On Trend
* On Wine
* On The Clock
MORE
* WSJ Puzzles
* Space & Science
* WSJ. Magazine
SECTIONS
* Fashion
* Art & Design
* Travel
* Food
* Culture
* Sports
SECTIONS
* Beijing 2022 Olympics
* MLB
* NBA
* NFL
* Golf
* Tennis
* Soccer
COLUMNS
* Jason Gay
Search
Search
https://www.wsj.com/articles/why-many-brands-have-kept-their-voices-down-on-roe-v-wade-so-far-11652140246
Share
* Facebook
* Twitter
* LinkedIn
* Copy Link
* CMO Today
WHY MANY BRANDS HAVE KEPT THEIR VOICES DOWN ON ROE V. WADE (SO FAR)
MARKETERS INCLUDING LEVI’S AND YELP QUICKLY SPOKE UP AFTER THE LEAK OF A DRAFT
SUPREME COURT OPINION THAT COULD OVERTURN ROE V. WADE
The Wall Street Journal
Continue reading your article with a WSJ membership.
Special Offer
€2 per Month for 1 Year
View Membership Options
SOME COMPANIES INCLUDING LEVI STRAUSS & CO. HAVE RELEASED STATEMENTS AFFIRMING
THEIR SUPPORT FOR REPRODUCTIVE RIGHTS.
Photo: tannen maury/Shutterstock
By
Ann-Marie Alcántara
May 9, 2022 7:50 pm ET
Print
Text
Your browser does not support the audio tag.
Listen to article
Length (6 minutes)
AD
Loading advertisement...
00:00 / 05:32
1x
This article is in your queue.
Open Queue
Most marketers have stayed quiet about the draft opinion that indicated the
Supreme Court might overturn Roe v. Wade in the week since it was revealed, a
decision that stands out in a time when brands increasingly speak out about
public issues.
There have been defenses of Roe v. Wade from a small group of marketers,
including Levi Strauss & Co., Kering’s Gucci, Yelp Inc., Match Group Inc.’s
OkCupid, Bumble Inc. and Unilever PLC’s Ben & Jerry’s.
“OkCupid has proudly supported reproductive rights for years, and we’re not
stopping now,” the dating service wrote on Twitter, for example. “Gender
equality is at stake and more brands need to step up.”
--------------------------------------------------------------------------------
NEWSLETTER SIGN-UP
WSJ | CMO TODAY
CMO Today delivers the most important news of the day for media and marketing
professionals.
PREVIEW
SUBSCRIBE
--------------------------------------------------------------------------------
But many more companies have kept to the sidelines. And more than a dozen brands
that have previously taken positions on other issues either declined to comment
on the draft opinion or didn’t respond to requests for comment.
A variety of factors is likely at play, including fear of alienating consumers
or other constituencies and the fact that the Supreme Court hasn’t yet ruled on
the case, some marketing experts said.
Some companies are still considering the expectations of employees and others
with an interest in their business, said Andrea Hagelgans, U.S. managing
director of social issues engagement at communications firm Edelman, which has
been consulting with clients on the issue since the draft opinion emerged.
That might mean gathering opinions internally from employees and employee
resource groups, for example, before deciding whether to release a public
statement, Ms. Hagelgans said.
Public-relations agency Zeno Group instructed staff to tell clients that if they
do take a position, they should avoid “taking a stand that they cannot reverse,
especially when the decision is not final.”
The subject of abortion is a particularly divisive issue, a Zeno executive wrote
in an email to the agency’s client leaders. “Subjects that divide the country
can sometimes be no-win situations for companies because regardless of what they
do they will alienate at least 15 to 30 percent of their stakeholders,” the
email said.
The email was previously reported by the newsletter Popular Information.
Zeno Chief Executive Officer Barby Siegel said the email was sent soon after the
leak and only concerned clients’ potential initial reactions. “It was meant to
advise clients within the first 24 hours of breaking news, and its intent was to
counsel clients to be measured in their immediate response to a complex
developing story,” Ms. Siegel said.
Companies should take stands on major issues when it is consistent with their
values and actions, she added.
The Roe v. Wade Opinion Draft: How the Supreme Court Decides Cases
Skip Ad
in 15
You may also like
CloseCreated with sketchtool.
Up Next
CloseCreated with sketchtool.
Your browser does not support HTML5 video.
0:00
PlayCreated with sketchtool.
Paused
Sound OnCreated with sketchtool.
0:00 / 5:19
ShareCreated with sketchtool.Closed Captions InactiveCreated with sketchtool.
The Roe v. Wade Opinion Draft: How the Supreme Court Decides CasesPlay video:
The Roe v. Wade Opinion Draft: How the Supreme Court Decides Cases
A leaked draft of an opinion overturning Roe v. Wade could change before it is
finalized. WSJ explains how the Supreme Court makes decisions and what could
follow if the right to an abortion is rescinded. Illustration: Jacob Reynolds
The goal is to reinforce existing brand identities on issues that matter to
customers and employees, said Marisa Mulvihill, partner and head of brand and
activation at Prophet Brand Strategy Inc., a marketing consulting firm.
“If they’re authentic in what they stand for and they reinforce it consistently,
then it’s credible,” Ms. Mulvihill said. “And then the audience for whom that
resonates will stand with them.”
But Roe v. Wade in particular involves religious beliefs that can make companies
more concerned about offending people’s views, Ms. Mulvihill said.
And there can be consequences to taking on social issues, beyond alienating
consumers who take a different view. Florida Republican Gov. Ron DeSantis last
month signed into law a bill stripping Walt Disney Co. of a special tax status,
a move that followed the company’s public opposition to a state bill limiting
classroom instruction on gender and sexuality.
Levi’s sought to defend Roe v. Wade on business grounds in its statement
following the leak of the draft opinion. “Protecting access to the full range of
reproductive health care, including abortion, is a critical business issue,” the
apparel maker wrote.
Expressing convictions on public issues can be good business in itself, said
Melissa Hobley, global chief marketing officer at OkCupid.
“Consumers will take note and they will remember and we can see the chatter on
Twitter and on Snap and on TikTok of people saying, ‘Why hasn’t my company
spoken up for me?’” Ms. Hobley said.
MORE FROM CMO TODAY
* Microsoft Expands Its Range of Accessible Accessories May 11, 2022
* Average CMO Tenure Holds Steady at Lowest Level in Decade May 5, 2022
* Walgreens Names Heads of Marketing, Merchandising and Product May 4, 2022
Expectations around corporate citizenship are changing, with many consumers and
employees looking for companies to become engaged in social issues, said Chris
Miller, global head of activism strategy at Ben & Jerry’s.
“It is going to become increasingly hard for them to stay on the sidelines on
it,” Mr. Miller said of companies choosing not to comment on the leaked draft
opinion.
Some consumers might use the leaked opinion as a litmus test, said Aimee Drolet
Rossi, professor of marketing and behavioral decision making at the University
of California, Los Angeles’s Anderson School of Management.
“There is no question that this is an enormous sea change,” Prof. Drolet Rossi
said. “And, given that, one would expect that certain brands will have to take a
stance—and not a weak stance.”
While it remains unclear whether more companies will release public statements
in the coming days or weeks, some might communicate related policies to
employees or develop a long-term strategy, Ms. Hagelgans of Edelman said.
“I would not take the silence to mean that it is going to be permanent silence,”
she said.
—Nat Ives contributed to this article.
Write to Ann-Marie Alcántara at ann-marie.alcantara@wsj.com
Copyright ©2022 Dow Jones & Company, Inc. All Rights Reserved.
87990cbe856818d5eddac44c7b1cdeb8
* MENTAL HEALTH GOES MOBILE
Mobile apps are increasingly filling gaps in mental health care worldwide,
according to Deloitte Global’s “TMT Predictions 2022” report.
* GLOBAL RETAILING 2022: INDUSTRY REMAINS RESILIENT, DESPITE MANY CHALLENGES
* BRANDS PARTNER WITH CREATORS TO SPARK SOCIAL COMMERCE SALES
CONTENT FROM OUR SPONSOR: DELOITTE
The Wall Street Journal news department was not involved in the creation of this
content.
Sponsored Offers
* Wayfair:
Extra 15% off + free shipping at Wayfair
* Target:
Up to 60% off - Target Promo Code
* Macy's:
Macy's coupon - Sign up to get 25% off next order
* Kohl's:
Kohl's coupon - 30% off for Rewards members
* Saks Fifth Avenue:
$20 off sitewide + free shipping - Saks Fifth Avenue coupon
* PrettyLittleThing:
Sign up for emails and get 20% off PrettyLittleThing discount code + $1
shipping
* MENTAL HEALTH GOES MOBILE
Mobile apps are increasingly filling gaps in mental health care worldwide,
according to Deloitte Global’s “TMT Predictions 2022” report.
* GLOBAL RETAILING 2022: INDUSTRY REMAINS RESILIENT, DESPITE MANY CHALLENGES
* BRANDS PARTNER WITH CREATORS TO SPARK SOCIAL COMMERCE SALES
CONTENT FROM OUR SPONSOR: DELOITTE
The Wall Street Journal news department was not involved in the creation of this
content.
MOST POPULAR NEWS
* SIMILARITIES IN DUKE COMMENCEMENT SPEAKER’S SPEECH SPARK PROBE
* UKRAINE REDUCED RUSSIAN GAS FLOWING TO EUROPE THROUGH KEY PIPELINE
* CRYPTOCURRENCY TERRAUSD PLUNGES AS INVESTORS BAIL
* IS IT BETTER TO RENT OR BUY? HOT HOUSING MARKET DEFIES CONVENTIONAL WISDOM
* BITCOIN PRICE REBOUNDS AFTER FALL BELOW $26,000
MOST POPULAR OPINION
* OPINION: PRESIDENT COSTANZA TAKES ON INFLATION
* OPINION: ABORTION PUTS THE SUPREME COURT BEHIND AN 8-FOOT FENCE
* OPINION: INFLATION STAYS IN THE HEIGHTS
* OPINION: JANET YELLEN ON ABORTION AND THE ECONOMY
* OPINION: UNTRAINED PASSENGER LANDS AIRPLANE
RECOMMENDED VIDEOS
* VIDEO: AL JAZEERA REPORTER KILLED DURING ISRAELI MILITARY RAID
* WHY MARKETS ARE FALLING SO MUCH
* WATCH: PSAKI AND JEAN-PIERRE SPEAK AFTER BIDEN NAMES NEW PRESS SECRETARY
* MARIUPOL STEEL PLANT UNDER ASSAULT; U.S. SAYS RUSSIA HAS LOST THE WAR
* WHY YOUR ELECTRIC BILL IS SO HIGH — AND COULD KEEP CLIMBING
* The Wall Street Journal
*
English Edition
* English
* 中文 (Chinese)
* 日本語 (Japanese)
* * Subscribe Now
* Sign In
* Back to Top «
WSJ Membership
* WSJ+ Membership Benefits
* Subscription Options
* Why Subscribe?
* Corporate Subscriptions
* Professor Journal
* Student Journal
* WSJ High School Program
* Public Library Program
* WSJ Live
Customer Service
* Customer Center
* Contact Us
Tools & Features
* Newsletters & Alerts
* Guides
* Topics
* My News
* RSS Feeds
* Video Center
* Watchlist
* Podcasts
* Visual Stories
Ads
* Advertise
* Commercial Real Estate Ads
* Place a Classified Ad
* Sell Your Business
* Sell Your Home
* Recruitment & Career Ads
* Coupons
* Digital Self Service
More
* About Us
* Commercial Partnerships
* Content Partnerships
* Corrections
* Jobs at WSJ
* News Archive
* Register for Free
* Reprints & Licensing
* Buy Issues
* WSJ Shop
* Facebook
* Twitter
* Instagram
* YouTube
* Podcasts
* Snapchat
* Google Play
* App Store
Dow Jones Products
* Barron's
* BigCharts
* Dow Jones Newswires
* Factiva
* Financial News
* Mansion Global
* MarketWatch
* Risk & Compliance
* WSJ Pro
* WSJ Video
* WSJ Wine
* Privacy Notice
* Cookie Notice
* Copyright Policy
* Data Policy
* Subscriber Agreement & Terms of Use
* Your Ad Choices
* Accessibility
* Copyright ©2022 Dow Jones & Company, Inc. All Rights Reserved.
Copyright © 2022 Dow Jones & Company, Inc. All Rights Reserved