Recruiting Egg Freezers via Informational Events: Affect, Sociality, and the Question of Informed Consent

Abstract

AbstractThe commercialization of egg freezing for fertility preservation spawned a market in information and education as much as in clinical services. Even before there was a technically viable mode to freeze eggs, Christy Jones envisioned “educational seminars” as a key “marketing and education” programmatic strategy in her 2004 contest-winning business plan for an egg freezing company at Harvard Business School. A decade and a half after Jones first proposed them, in-person informational events have become an industry trend. Given the transparent objective of recruiting paying clients, these events must inevitably combine persuasion with education. Through participant observation at three such information sessions held by different clinics in a large city in the eastern US, I present an analysis of their content and form. The article examines the extent to which these events adhered to guidelines on securing informed consent and how the form of these events produce a complex blend of affect and sociality that likely affect how information is received. I argue that egg freezing informational events employ subtle techniques of persuasion that cultivate anxiety and link egg freezing to desirable traits or lifestyles through social enactment.