Case Study

Case Study: Bud Light

When Cancel Culture’s Impact Is More Than Just Noise

Alex Schanne
 and  five contributors
Mar 19, 2024

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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