When 23andMe first launched, it quickly became popular by giving consumers easy access to their genetic information, health risks, and family ancestry. This openness built strong consumer trust, reflected consistently by positive Index scores from YouGov BrandIndex.

Index scores (average of Impression, Quality, Value, Satisfaction, Reputation, and Recommendation) typically ranged between 4 and 7 from 2018 onward. However, currently the brand faces significant challenges, including bankruptcy proceedings, leadership changes, and controversies around genetic data ownership, leading to substantial shifts in public perception.

On January 1, 2025, 23andMe's Index score was a reasonably positive 3.3. Trouble began towards the end of March when the company filed for Chapter 11 bankruptcy protection and co-founder and CEO Anne Wojcicki resigned. These events triggered a rapid decline in public sentiment, causing Index scores to dip into negative territory for the first time since tracking began in 2018.

Public concerns escalated dramatically when Regeneron Pharmaceuticals entered into asset management purchase agreement in May to purchase 23andMe's genetic databases for $256 million. Despite Regeneron's assurances about respecting existing privacy policies, more than two dozen states swiftly moved to block the deal, amplifying negative sentiment. Overall, between March 31 (score: 0.4) and April 23, 2025 (score: -7.6), the scores dropped by 7.2 points.

A brief moment of relief emerged when the bidding process reopened, and the newly formed nonprofit TTAM Research Institute, founded by Anne Wojcicki, won the auction with a $305 million bid. The stated intent to use data strictly for medical research briefly improved public perception, raising Index scores slightly to -4.1 by June 10. However, the recovery was short-lived, and by July 1, 2025, scores had declined to -6.0.

The turbulent journey of 23andMe shows how closely brand perception ties to consumer trust, especially for companies handling sensitive personal information. Rebuilding public confidence may now be the most crucial challenge facing TTAM Research Institute.