Top-level decision-makers at Anheuser-Busch were oblivious to the Bud Light marketing team’s schemes when they elected to employ a bizarre, profoundly objectionable, transgender TikTok personality to promote their brew.
Nevertheless, it wasn’t long before the tide of public ridicule became noticeable.
CEO’s Response to Bud Light Controversy Intensifies Public Dissatisfaction
In a recent statement, the CEO addressed the ongoing controversy; however, the response only intensified public dissatisfaction.
The statement lacked an apology or genuine acknowledgment of the situation, bearing a sanitized, emotionless tone similar to official governmental communications during times of crisis.
Just two weeks ago, the general consensus was that consumer backlash against Bud Light would briefly capture headlines before subsiding.
The protests were believed to be limited to “extreme right” and “conservative activists,” with most consumers remaining disinterested.
Mainstream media coverage reinforced this notion, suggesting those who abstained from Bud Light might be seen as unwitting pawns of radical groups.
The Growing Consumer Revolt Against Woke Ideology https://t.co/GfXKrCtVLt
— zerohedge (@zerohedge) April 26, 2023
Despite these earlier expectations, the situation has escalated over the past three weeks. In an effort to address the growing turmoil, the company has placed both the vice president of marketing and her superior “on leave.”
This decision appears to be a strategic maneuver to mitigate legal consequences and downplay the company’s recognition of a genuine crisis at hand.
Politicizing Business on Consumers and Companies
Recently, a spokeswoman for Anheuser-Busch informed The Wall Street Journal that two of the company’s executives, Alissa Heinerscheid and Daniel Blake, opted for leaves of absence “considering the situation.”
Bud Light sales are absolutely collapsing, according to the latest data.
Sales of the beer reportedly are down 17% by dollars and 21% by volume since teaming up with Dylan Mulvaney.
Go woke, go broke.https://t.co/THxnldR8pt
— OutKick (@Outkick) April 24, 2023
Regrettably, this maneuver did little to please the people, only intensifying the news cycle and solidifying the consumer boycott that now plagues the entirety of the corporation’s brand portfolio.
Yet, the sway of “woke” philosophy now contests this distinction between politics and the market. Certain corporations favor ideology above profit, particularly in the context of appointing high-ranking management personnel.
Furthermore, there have been cases where companies appear to engage in racial and gender tokenism, seemingly valuing political allegiance over capability.
Such a trend provokes apprehension regarding the potential repercussions on businesses and their capacity to cater to consumers efficiently.
This article appeared in TheDailyBeat and has been published here with permission.
