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

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

TL;DR

  • 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...

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