‘In 20 years, concerns like this are going to be laughed at,’ one marketing expert says.
When trans activist and actress Dylan Mulvaney shared this past weekend on social media that she was featured in a Bud Light BUD promotion, it prompted transphobic backlash from many conservative commentators and fans of the beer alike. One such commentator wrote: “Who the hell at @budlight thought it was a good idea to make a grown man who dresses like little girls their new spokesperson?”
All of which raises the question: Why are major brands mounting such campaigns, given their potential to alienate some customers? Is it about supporting the trans community, a group that has faced enormous persecution, or are there also other reasons? Bud Light is an established brand that likely appeals to an older demographic, Berman noted. By working with Mulvaney, whose Instagram post showed her holding Bud Light cans with her image on it, the brand, which is part of the Anheuser-Busch family, could be aiming to appeal to a younger, Gen Z demographic that is often supportive of the trans community, Berman said.
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