This Isn’t a Story About Wokeness. It’s a Story About Weakness.

by Martin Serra

Let’s get one thing straight: Bud Light didn’t fumble by partnering with Dylan Mulvaney. It fumbled when it tried to pretend it didn’t.
It was a masterclass in how not to show up as a brand in today’s world. The kind of play that tries to have it both ways and ends up with nothing. No conviction, no credibility, and no customers who believe you stand for anything at all.

For those who need the recap: Bud Light sent a single personalized can to  trans influencer Dylan Mulvaney as part of their marketing strategy to remain culturally significant. Not a national ad. Not a campaign. A can. The anticipated backlash from the outrage machine triggered right-wing boycotts and viral tantrums along with Kid Rock's beer can shooting that resembled a backwoods Fast & Furious sequel.

Bud Light had the opportunity to take the correct path at this moment. The company should have defended their choice by stating "We embrace inclusivity in all its forms." We wish to expand our reach toward different types of beer consumers. Yes, trans people drink beer too. Deal with it.”

But they didn’t.

Instead, Bud Light panicked. They iced the marketing team. They attempted to reverse their previous decision. The company became completely unresponsive while allowing the angry reaction to set the story. They immediately lost all their customers. The people who were already mad? Still mad. And the people who had their backs? Gone.

The actual lesson teaches brands to understand their core values rather than understanding their audience demographics. Your advertising loses its purpose when you discard your fundamental values. Brands don’t need to be political. But they do need to be clear. You can’t dip your toe into inclusivity and then retreat the second someone yells. That’s not strategy, that’s spineless.

Consumer sensitivity to authentic behavior in the current  era revealed that Bud Light presented itself as a brand without courage. Through their decision they provided both  right-wing activists and LGBTQ+ individuals with valid reasons to seek alternative brands. The company's fast retreat under  pressure made people choose other brands rather than their original choice.

The truth stands that inclusion must be more  than a passing fad. It’s a belief system. It represents both the present world and all  its components beyond the scope of a Super Bowl advertisement. A brand either supports inclusion or rejects it.  Companies need to handle backlash with pride or become irrelevant to their customers. Bud Light could have controlled  the conversation. The company surrendered control of the conversation to their fear instead of taking the lead.

So, what now? The situation with Bud Light seems to be beyond recovery for winning back all its previous  customers. The key lesson for brand builders who wish to create meaningful brands is this: When taking a  stance make sure to maintain your stance. Not for applause. Not for headlines. Real leadership requires standing  behind your beliefs even if it becomes difficult to do so.

Because discomfort is where growth happens. And last I checked, growth is what we’re all here for.