Roots of Fulfilment? The Impact of Ancestry Tests on Black Users

John O. Marshal, Virginia Tech

Wednesday, April 9, 2025 10:30 AM to 11:30 AM EDT
Horizon Hall, 6325

The contemporary fascination with genetic ancestry testing (GAT) represents a second wave in the genealogy movement, following the surge of interest sparked by the 1970s TV miniseries Roots. While more than 26 million households have ordered DNA test kits, empirical research on the impact of ancestry reports remains limited—particularly for Black consumers, who may have a heightened need to reconnect familial ties disrupted by the legacy of slavery. I identify two key reasons for the underrepresentation of Black users in GAT studies. First, because most GAT users are white, research recruitment naturally skews toward white participants, shaping findings around their experiences. Second, major GAT companies have prioritized mapping European genetic diversity over African populations, resulting in detailed reports for European ancestry but broad regional categorizations for African heritage. This comparative disadvantage may deter Black consumers from testing or lead to lower satisfaction with their results. To address these gaps and better understand the impact of ancestry testing on Black consumers, I analyzed video testimonials from 30 Black customers of African Ancestry®, a smaller company that claims superiority over its competitors for having the most comprehensive African genetic database. Unlike mainstream providers, African Ancestry® offers matches to specific African ethnic and linguistic groups, such as the Yoruba, Fang, and Bamileke. My findings uncover a previously undetected trend: the deep enthusiasm these results generate among Black users, along with a profound sense of connection and fulfillment that could be the true narrative of this second genealogy movement.