Taking a social stance has become a rite of passage for contemporary brands that are hoping to resonate with younger, more socially-conscious audiences. In April 2023, Bud Light tried its hand at this strategy, collaborating with transgender influencer Dylan Mulvaney on a social media promotional post. This sparked backlash from several prominent conservatives, leading many conservative figures and groups to call for a boycott of Bud Light.
Lessons from the Bud Light Boycott, One Year Later
Six factors that make a brand more susceptible to consumer backlash.
March 20, 2024
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Summary.
Why did the Bud Light boycott affect the beer brand’s sales when many other boycotts have only marginal or short-term impact? An analysis of sales data confirms that Bud Light suffered a sustained downturn in sales, more pronounced in Republican-leaning counties in the U.S. And it explains several factors that determine how vulnerable a brand is to a boycott. Boycotts can have a bigger impact when a product is more substitutable, when it is more visible, and when consumers feel psychological “ownership” over it.
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Marketing Essentials Course
Accelerate your career with Harvard ManageMentor®. HBR Learning’s online leadership training helps you hone your skills with courses like Marketing Essentials. Earn badges to share on LinkedIn and your resume. Access more than 40 courses trusted by Fortune 500 companies.
Learn how to communicate with your customers—strategically.