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Here’s What Young Consumers Think About the Budweiser-Mulvaney Controversy

This is how Budweiser’s potential young consumers say the brand should have responded to the Dylan Mulvaney controversy…

Written and Edited by the YPulse Editorial Team

Mar 6 2024
North America

KEY TAKEAWAYS

The majority of young adults of drinking age in the U.S. and Canada say Budweiser should have stuck up for Dylan Mulvaney and supported trans people
Young males are most likely to feel the brand needed to apologize and end the campaign
But backtracking on the partnership with Mulvaney created negative feelings about the brand as well

As you very likely already know, last summer, a seemingly small collaboration between Budweiser and Dylan Mulvaney, a trans woman TikToker, became an enormous media story thanks to the backlash and boycott. The collab wasn’t even a major ad spot—it was posted to Mulvaney’s account, but the one-of-a-kind prop can with her face on it became a hot topic. Budweiser’s decision to collab with Dylan Mulvaney sparked polarizing reactions, to put it mildly. While some applauded the brand’s inclusivity and support for the trans community, others, like Kid Rock, voiced their opposition, leading calls for a boycott. In response to...