How woke is Bud Light?

Bud Light, a name synonymous with American beer culture, has recently become a focal point in the debate over corporate social activism. This review examines Bud Light’s alignment with progressive causes, its Diversity, Equity, and Inclusion (DEI) policies, mandatory training sessions, support for LGBTQ+ initiatives, and marketing strategies. With a critical eye, we’ll explore the financial contributions, corporate policies, and public reactions to understand Bud Light’s position in the current socio-political scene.

Financial Contributions to Progressive Causes

Bud Light, through its parent company Anheuser-Busch (AB), has fluctuated in its political contributions, often favoring Democratic interests. According to OpenSecrets, significant donations were made to Democratic committees in the 2024 election cycle, including $39,567 to the Democratic Congressional Campaign Committee and $18,765 to the Democratic Senatorial Campaign Committee, while contributions to Republican entities were notably lower.

However, in early April 2023, following backlash from a partnership with transgender influencer Dylan Mulvaney, Anheuser-Busch’s PAC shifted and made $20,000 in donations to Republican members of Congress who avoided the controversy. This reactive approach contrasts with the PAC’s previous pattern. Forbes, citing OpenSecrets, states: “That lopsidedness seems out of character for the PAC. In 2021 and 2022, 48% of its contributions to federal candidates went to Democrats.”

Meanwhile, in line with its strong support of the LGBTQ+ community, the brand donated $200,000 to the Communities of Color Initiative in 2023 to support minority LGBTQ+ businesses. 

Prioritization of DEI Policies

Bud Light’s commitment to Diversity, Equity, and Inclusion (DEI) is evident in its policies designed to create an inclusive and fair work environment. For example, Bud Light supports various Employee Resource Groups (ERGs) to provide a supportive community and advocate for inclusive policies. for “Black, Asian, and Ethnic Minority colleagues,” “the diversity of cultural identities,” along with “women and those who identify as women,” according to the DEI page of Budweiser Brewing Group UK&I. “Diversity, equity and inclusion is core to everything we do – from creating a work environment where people from all backgrounds can thrive, to creating more inclusive beer-drinking 

Notably, AB also touts itself as a meritocracy. It explains: “ As a meritocracy, our focus is on attracting, hiring, engaging, developing and advancing the very best talent—regardless of gender, ethnicity, sexual orientation or any other characteristics that make our colleagues unique.” 

Mandatory Training Sessions

While specific details about mandatory training sessions on social activism at Bud Light were not found, the company’s broader DEI policies suggest a strong commitment to these issues.

“Our company is an inclusive workplace where all our people belong,” it states. In integrating diversity and inclusion in the workplace, AB’s strategy is to “educate, advocate, communicate, and hold our colleagues accountable in order to foster an inclusive environment.”

They measure this through engagement survey scores for D&I questions and YoY improvement in D&I leadership competency scores, the same source says.

Support for LGBTQ+ Initiatives

Bud Light has a long-standing history of supporting LGBTQ+ initiatives through various partnerships, sponsorships, and financial contributions. Bud Light has collaborated with GLAAD for over two decades, launching initiatives like rainbow aluminum bottles for Pride Month, with proceeds supporting LGBTQ+ rights. The brand also consistently sponsors Pride events across North America.

In April 2023, Bud Light’s partnership with transgender influencer Dylan Mulvaney sparked significant controversy, leading to a boycott from conservatives, along with criticism from the LGBTQ+ community for its perceived weak response. These caused a significant decline in sales.

As a result of the backlash, the New York Times reported: “After Bud Light’s sales slumped, Anheuser-Busch, the beer’s brewer, announced in late April that two of its executives were taking a leave of absence. The company also said in early May that it would focus its marketing campaigns on sports and music.”

Despite this, Anheuser-Busch’s CEO reaffirmed the company’s commitment to LGBTQ+ support. Internally, Bud Light tries to support an inclusive workplace through Employee Resource Groups (ERGs) such as PROUD, which advocates for LGBTQ+ employees.

Marketing and Branding

Bud Light’s marketing and branding efforts, particularly around social activism, have been controversial, especially during the Mulvaney fiasco mentioned earlier.

Forbes reported: “The problem most brands have with inclusive marketing, is thinking that it’s just about the marketing. Earning the attention and loyalty of consumers from underrepresented and underserved communities goes beyond just hiring influencers from those communities, changing up your photography to be more representative, or translating content.”

Conclusion

Bud Light’s journey into corporate social activism underscores its commitment to progressive causes and Diversity, Equity, and Inclusion (DEI). The brand’s political contributions have predominantly favored Democratic interests, and its DEI policies support inclusive workplaces. Long-standing support for LGBTQ+ initiatives, including partnerships with GLAAD and the NGLCC, has been consistent. However, the partnership with transgender influencer Dylan Mulvaney sparked significant controversy, leading to a decline in sales and strategic shifts within Anheuser-Busch. Despite these challenges, Bud Light remains steadfast in supporting progressive values, despite learning the hard way that wokeness can be a tough drink to swallow.