Jan 17, 2019

New data suggests backlash against Gillette's #MeToo ad is overstated

Screen shot from new Gillette ad on Gillette YouTube account

Gillette's new ad, which focuses on a culture of "toxic masculinity" more than it does actual shaving, seems to be sitting well with consumers, according to new data from Morning Consult.

Why it matters: The new polling suggests that internet backlash over the controversial ad has been overstated, and that while the ad may not immediately increase Gillette's sales, it was generally received well by consumers.

By the numbers:

  • Most liked the ad: Over 60% of respondents ranked the ad 7 out of 10 or higher.
  • The ad gave Gillette positive brand lift: Before watching the ad, 41% of people said they agreed Gillette “shared their values.” After watching, that number jumped to 71%. More people also said that they felt Gillette was "socially responsible” after seeing the ad.
  • Political leaning impacted reception: Most Democrats (73%) ranked the ad between 7 and 10, while only 48% of Republicans did the same.
  • Women liked it slightly more than men: 64% of women liked it vs. 57% of men.

The big picture: Earlier polling from Morning Consult suggests that consumers do want brands to take a stand on some issues, like civil rights and criminal justice reform, but not wade into politics directly.

Go deeper

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Illustration: Aïda Amer/Axios

Four months ago, on the very same weekend, Eliud Kipchoge became the first human to run a marathon in under two hours, and fellow Kenyan Brigid Kosgei shattered the women's marathon record.

Why it matters: Kipchoge and Kosgei were both wearing Nike's controversial Vaporfly sneakers, which many believed would be banned because of the performance boost provided by a carbon-fiber plate in the midsole that acted as a spring and saved the runner energy.

Reassessing the global impact of the coronavirus

Illustration: Aïda Amer/Axios

Economists are rethinking projections about the broader economic consequences of the coronavirus outbreak after a surge of diagnoses and deaths outside Asia and an announcement from a top CDC official that Americans should be prepared for the virus to spread here.

What's happening: The coronavirus quickly went from an also-ran concern to the most talked-about issue at the National Association for Business Economics policy conference in Washington, D.C.

Tech can't remember what to do in a down market

Illustration: Rebecca Zisser/Axios

Wall Street's two-day-old coronavirus crash is a wakeup alarm for Silicon Valley.

The big picture: Tech has been booming for so long the industry barely remembers what a down market feels like — and most companies are ill-prepared for one.