And if we do not attract young drinkers to come and drink this brand, there will be no future for Bud Light.” “It’s been in decline for a really long time. Heinerscheid said on the “Make Yourself at Home” podcast in March. Professor Tuchman said that, while people may be willing to change their behavior for a few weeks, it is much harder to convince people to change their long-term behavior.īefore the boycott, Alissa Heinerscheid, vice president of marketing for Bud Light, said in an interview that the brand needed to be more inclusive. Her research and other similar studies have found that such efforts tend to be short-lived and don’t have a long-term effect. The criticism of Bud Light, amid other complaints about brand partnerships with transgender people, comes as Republican state lawmakers are proposing legislation that seeks to regulate the lives of young transgender people, restrict drag shows in a way that could include performances by transgender people, and require schools to out transgender students to their parents.Īnna Tuchman, associate professor of marketing at the Kellogg School of Management at Northwestern University, has researched boycotts, including the calls for people to stop buying Goya Foods products in 2020 after the company’s president praised President Donald J. And some of the most prominent voices backing it have attacked the transgender community in the past, including the musician Kid Rock, who posted a video of himself shooting a stack of Bud Light cases this month. The calls for a boycott have not included a specific demand.

“I think going after a trans woman that’s been doing this for like 20 years is a lot more difficult,” she said.īoycotts bring mixed results, and it’s unclear what critics were seeking.

She is “an easy target,” she said, “because I’m still new to this.” Mulvaney has not spoken directly about the Bud Light boycott, but she addressed the hostility she has faced in an interview on the “Onward With Rosie O’Donnell” podcast that was released on Tuesday. This success has met with personal attacks from public figures, including Senator Marsha Blackburn, Republican of Tennessee, and Caitlyn Jenner, the Republican transgender woman and former Olympian whose politics have made her a target of criticism from members of the L.G.B.T.Q. Mulvaney has become more popular in the year since she created “Days of Girlhood.” In October, she spoke with President Biden at the White House about transgender rights. Mulvaney says her newfound fame has made her an ‘easy target.’ She mentions that the company sent her a tallboy can with her face on it to celebrate the 365-day milestone. Her Bud Light promotional post was less than a minute long and was mostly about a $15,000 giveaway that the company sponsored during March Madness.

The last thing he told her