Bud Light may have fumbled its attempt to broaden its customer base by partnering with a transgender influencer. But experts say inclusive marketing is simply good business — and it's here to stay.
"A few years from now, we will look back on this 'controversy' with the same embarrassment that we feel when we look back at 'controversies' from the past surrounding things like interracial couples in advertising," said Sarah Reynolds, the chief marketing officer for the human resources platform HiBob, who identifies as queer.
For some, the partnership went too far at a time when transgender issues — including gender-affirming health care and participation in sports — are a divisive topic in state legislatures. National News Who is trans advocate Dylan Mulvaney? Bud Light and Mulvaney declined requests to talk to The Associated Press for this story.
National News Wall Street Journal: Bud Light owner places two execs on leave after transgender influencer backlash Still, Schwartz said, there are plenty of brands that have successfully featured transgender or non-binary people in their marketing. In 2016, Secret deodorant ran an ad featuring a transgender woman in a bathroom stall, debating whether to walk out and face other women at the sink.
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