Case Study

Case Study: Bud Light

When Cancel Culture’s Impact Is More Than Just Noise

March 19th, 2024
Audrey Chee-Read, Principal Analyst
Audrey Chee-Read Principal Analyst
Alex Schanne, Researcher
Alex Schanne Researcher
With contributors:
Mike Proulx , Dipanjan Chatterjee , Bruna Venicio , Anna Hoskins , Frank Harris

Summary

In most cases, calls for a brand “boycott” are just noise on social media that will pass with time. However, Anheuser-Busch’s Bud Light situation in April 2023 brought to light how “cancel culture” can have a serious impact on revenue and brand. This case study helps B2C marketers learn from Bud Light’s missteps and plan for consumer-facing marketing campaigns using Forrester’s frameworks.

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