Argentina's move to legalize abortion underscores the limits of brands’ embracing purpose

Carolina Zakrajsek

Examines the actions of brands in Argentina regarding a vote over legalizing abortion in December 2020.

December 30th was a historic day in Argentina as a long-fought battle to have on-request abortion legalized came to a successful end. While it is not the first country in the highly Catholic region to pass a law of this type – Uruguay had a similar one approved in 2012 – this event had quite a resonance in Latin America, given the large and very public presence of both pro-choice and pro-life groups taking to the streets of the South American country since the bill came into discussion in Congress in 2018.

After the approval, pro-legal abortion groups – and...

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