Feliciano School of Business professor at Montclair State University, Dr. Manveer Mann from the Department of Marketing was recently quoted in an Associated Press story on inclusive marketing’s staying power.
With the brand in decline, in an attempt to reach a broader and younger audience, Bud Light partnered with a transgender influencer, Dylan Mulvaney; instead, the ad angered its current customer base while its lack of the influencer’s support also alienated the potential consumers it was trying to reach. However, experts still feel that inclusive marketing is a good business decision and that it is here to stay. Dr. Mann noted that the company should have anticipated this reaction and had a plan ready to handle it. Although she anticipates their sales will ultimately recover, “in the meantime, it’s alienating everyone.”
“The communication from Bud Light is not clear. Is this coming from your value set or are these things just trending?” Mann said. You have to know what your values are and what are the values of the customers you are trying to reach.”
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