Bud Light's attempt to broaden its customer base by partnering with a transgender influencer did not go as the company expected. But experts say inclusive marketing is simply good business — and it’s here to stay.
A stadium worker opens a case of Bud Light beer before a baseball game between the Philadelphia Phillies and the Seattle Mariners, Tuesday, April 25, 2023, in Philadelphia. A stadium worker opens a case of Bud Light beer before a baseball game between the Philadelphia Phillies and the Seattle Mariners, Tuesday, April 25, 2023, in Philadelphia.
Bud Light may have fumbled its attempt to broaden its customer base by partnering with a transgender influencer. But experts say inclusive marketing is simply good business — and it’s here to stay. “A few years from now, we will look back on this ‘controversy’ with the same embarrassment that we feel when we look back at ‘controversies’ from the past surrounding things like interracial couples in advertising,” said Sarah Reynolds, the chief marketing officer for the human resources platform HiBob, who identifies as queer.
On April 1, transgender influencer Dylan Mulvaney posted a video of herself cracking open a Bud Light on her Instagram page. She showed off a can with her face on it that Bud Light sent her — one of many corporate freebies she gets and shares with her millions of followers.
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