More than half of people polled said seeing LGBTQ people in ads makes them 'more comfortable with people who are different than themselves.'
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., while the brand’s lack of support for the influencer infuriated the very people it was trying to reach.
For some, the partnership went too far at a time when transgender issues — including gender-affirming health care and participation in sports — are a divisive topic in state legislatures.Protesters and counter-protesters clashed in West Hollywood amid controversy over a Pride event being held at an elementary school. FOX 11 LA's Christina Pascucci joined LiveNOW from FOX's Josh Breslow with a look at the conflict.
But others say reaching out to younger and more diverse consumers is crucial. According to a 2021 Gallup poll, 21% of people in Generation Z identify as lesbian, gay, bisexual or transgender, compared to 3% of Baby Boomers. Gallup has also found that younger consumers are the most likely to want brands to promote diversity and take a stand on social issues.
Marketing experts say it’s possible Bud Light’s experience will cause other brands to rethink using transgender people in their advertising, but there are plenty of brands that have successfully featured transgender or non-binary people.In 2016, Secret deodorant ran an ad featuring a transgender woman in a bathroom stall, debating whether to walk out and face other women at the sink.
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