To view the Abstract of Deeply Rooted, Click Here
Overview:
- Study title: “Deeply Rooted: Abortion in the Black Community”
- One-on-one interviewing was used with a group of 37 participants in Orlando, Chicago, Seattle, and Memphis.
- Participants were Black women between the ages of 20-34 and half had attended, or currently attend, an HBCU (Historically Black College and University).
- Nearly half of the respondents had experienced abortion.
- All respondents were screened with a pre-interview survey to capture those with true “middle” ground positions, with none of them being overtly prochoice or pro-life.
Study:
Background
Objectives
- Uncover the psychological dynamics that drive Black women’s perceptions and beliefs about abortion.
- Discover how we can “move the needle” on hearts and minds and gain more traction with Black women.
Findings
The vast majority of respondents viewed abortion as a necessary “good” to preserve one’s perceived self-identity. As seen here, black women of reproductive age, in general, believe the abortion industry is not inherently racist and, instead, believe abortion can be used as a tool to help bring women and families of color out of systematic racism. They also expressed anger and frustration when asked about abortion and politics, as they view this as an issue mostly focused on by “white men” with the intent of “controlling women.” Interestingly, this study revealed that Black women receive information about abortion through social media, however, they rely heavily on their mother or maternal-figure and her experiences, advice, and opinion about abortion, particularly when making a decision about an unexpected pregnancy.
Respondents, overwhelmingly, do not believe abortion or Planned Parenthood is racist
Despite Planned Parenthood being founded by Eugenicist Margaret Sanger, respondents did not believe Planned Parenthood, abortion, or the abortion industry, were inherently racist. The majority of respondents had never correlated race and abortion or considered the marketing of abortion to minority women. Those that had heard about the abortion industry`s racist origins expressed a belief that today`s modern abortion industry, particularly Planned Parenthood—the nation`s largest abortion provider—has evolved and now prioritizes “helping” black women succeed. At the surface level, they believe abortion does not discriminate and that it is for everyone. They also believe that abortion and organizations like Planned Parenthood help “fight” systematic racism in that abortion helps Black women succeed.
Similarly, respondents did not mention feeling targeted for abortion, and they did not take issue with abortion clinics in minority communities. In fact, they believed this is exactly where they should be located.
Because respondents are aware of the abortion industry`s presence in minority communities and not troubled by this, pro-life marketing campaigns should proceed with caution when attempting to draw correlations between racism and abortion. Messaging should be culturally sensitive and non- confrontational, as research suggests there is currently a tremendous amount of trust between Black women and the abortion industry. Previous research conducted by Vitae, particularly in study number seven, Saving Grace, proves that attacking Planned Parenthood and the abortion industry only drives support from clients and politicians.
A key finding from this study is that black women are willing to disclose the news of their pregnancy to, and seek advice from, their mother. Overwhelmingly, respondents turned to their mom or maternal figure in their life (grandmother, aunt, etc.) for answers in the midst of their unexpected pregnancy. Their opinion matters, too, as every woman who turned to their mother and received advice to abort chose abortion and those whose mother had a positive and unexpected reaction to their pregnancy, chose life and parenting.
Additionally, their mother`s personal experiences of young and unexpected pregnancies, single parenting, and whether she chose abortion also played a role in the daughter`s choice. Respondents whose mothers struggled financially as a single parent often encouraged their daughters to abort, as a perceived way to “help” her avoid the hardships their families faced.
Black women interviewed, who were the result of an unexpected pregnancy and who had experienced emotional and financial struggles throughout their upbringing, felt immense pressure to break the generational pattern of unexpected, young, and single parenting. For them, abortion was seen as a way to rectify the mistake (of getting pregnant) and avoid shame and stigma. As one respondent expressed, “I was scared to be viewed as the fast little girl. I was scared to be looked at as a failure because there was so much pressure at that particular point, just like I said, being a product of someone who wasn’t even 13 when they had me, everybody always thought that I would too be just like my mother. Like the apple didn’t fall too far from the tree.”
It is clear, from this study, that the Black community values strong, matriarchal figures. There is familial trust, woman to woman, and pro-life organizations wishing to reach Black women should recognize who the maternal influence is in a woman’s life and be able to speak to that. Marketing campaigns may also want to reach the grandmother of the baby before pregnancy occurs with information on pregnancy and abortion education, as well as pregnancy centers (where to go if their daughter ever discloses that she is unexpectedly expecting).
Restriction is perceived as control
This finding proves much of what we learned in the previous seven emotional research studies. At the basic level, many still find abortion to be morally problematic, and while they echo pro-choice talking points of not taking away choice from someone else, many would not have an abortion.
Reasons varied from religion to the belief that abortion would end the life of “something growing.” Still, those who would not personally choose abortion find the idea of choice appealing, and a lack of choice is perceived as a threat to autonomy.
Respondents also expressed being particularly upset with the idea of “older, white politicians controlling Black women.” They believe there has been a long history of white people controlling black people, particularly women, and reject anything that hints at control. They do, however, welcome regulations that limit the overall number of abortions (see finding below).
Fetal development and serial abortions complicate beliefs
Respondents were, in general, unknowledgeable about fetal development, and many reiterate the pro-abortion talking point, “clump of cells” as a justification for abortion. Varying stages of fetal development during pregnancy, or lack thereof, were cited as a factor in when abortion was considered morally wrong, though many could not identify when said stage of development occurred. Generally, earlier-gestational-aged-children in utero were viewed as less significant and less human than later-gestational-aged-children in utero. The further along a pregnancy was, and the more developed a preborn baby was, the more problematic abortion became in their responses.
Additionally, respondents are overwhelmingly frustrated with abortion being used as birth control in repeat scenarios. This is consistent with findings from Vitae`s previous emotional research studies.
This is good news. Black women, in general, exhibit at least some level of pro-life emotional reasoning when asked about abortion and do not want abortion on-demand without restrictions. Instead, respondents expressed feeling moved by, and a willingness to know more about, fetal development, and an overall desire to regulate, and limit, abortion, though they reject restrictions.
This is excellent news in terms of marketing, as it presents an opportunity for education. Educational messaging, however, must follow the pro-woman approach, as the goal is to empower her with information to make a decision for life.
Pro-Life advocates are viewed as political
Respondents provide extensive thoughts, feelings, and opinions about the reversal of Roe and pro-life legislation, and sidewalk advocates, who they unanimously refer to as “protestors.” They equate all of these, and again, perceive it as a desire to control black women.
They expressed frustration with pro-lifers not seeming genuine in their efforts to help women and children. They are unaware of the services the pro-life movement offers to families. Additionally, they were unable to relate to pro-life advocates as their experiences with pro-lifers led them to believe the movement was mostly white, married, and not facing any life obstacles.
When attempting to reach Black women, it is crucial to differentiate between advocacy that seeks to support women, babies, and families, and action that seeks to restrict abortion. Take note of their unfamiliarity with the pro-life movement and share the various ways organizations assist women, babies, and families before, during, and after birth.
Messaging should be intentional and portray the “admired woman,” a concept derived from previous, Vitae studies. The admired woman can be portrayed through storytelling and media campaigns of relatable women who have persevered when facing an unexpected pregnancy.
Pregnancy centers are welcomed and needed
When asked about pregnancy centers and pregnancy help organizations, nearly all respondents said they had never heard of such organizations and became increasingly excited about what PHCs had to offer. Our researchers had them vision-cast and create pregnancy center models that best served their communities. They were asked to use their own experiences and expertise and told to create the “perfect” organization to help pregnant women who were considering abortion. The most mentioned service was financial assistance, followed by job readiness, and housing resources.
Following this was free medical care before and beyond pregnancy.
Interestingly, not a single respondent mentioned diapers, baby/nursery items, or parenting classes. This is because their fears were based in their more immediate, and to them, more pressing, life challenges. It is important to note, diapers and parenting classes are important, but it may be advantageous to lead with her immediate concerns and to follow up with additional resources, once she accepts the pregnancy and has chosen life and parenting. Offering these services before she has made a decision, and before she views herself as a mother to the child she is carrying, seemed to stoke anxiety, as she was not yet able to envision her life changing so drastically.
Recommendations:
Understand that while it is sometimes appropriate to share about abortion and its racist roots, in many cases, an attempt to question the relationship between black women and Planned Parenthood, or the abortion industry as a while, will back-fire. This is because of the deep-rooted trust between Black women and their expressed belief that abortion, though sometimes heartbreaking, is a helpful service. Avoid marketing and messaging that attacks abortion providers and, instead, focus on the positive service your organization provides.
Highlight the incredible importance of strong mothers and strong generations of women in families. Consider marketing to mothers of women in unplanned pregnancies (future grandmothers) with the truth about body literacy, fetal development, and holistic, life-affirming healthcare. Also recognize that these grandmothers often have abortion experiences of their own, which may be driving them to encourage their daughter to choose abortion, in hopes that it will better their life. Speak to their concerns with accurate, helpful information and resources. Because strong maternal figures hold so much weight in the minds of Black women who are considering abortion, it is crucial to reach them with truth before they choose abortion.
Draw a distinction between advocating for women and pre- born babies in need and being an activist for societal change. Both are important and both are needed. In a pregnancy center setting, focus on changing hearts and minds, especially in a and not on changing laws. Because Black women strongly correlate being pro-life with having a disingenuous, political agenda, be prepared to educate on the varying ways someone can be pro-life without engaging in policy. Messaging should focus on your organization`s desire to care for, and assist, women, babies, and families. Messaging should also portray stories of admired women—women who are relatable and who have persevered by choosing life and achieving their dreams.
Highlight the free healthcare services offered by pregnancy centers and the center`s medical qualifications (i.e., nurses on staff, medical director, licensed facility, etc.). Think beyond “free diapers and wipes” and consider messaging that centers around the unique, practical and financial support offered by your organization.