The phrase 'get woke go broke,' employed by some conservatives on social media, suggests that brands which employ inclusive campaigns are angering a significant enough portion of consumers to lead to a material drop in sales. But experts say that inclusive campaigns are, in fact, often lucrative for businesses, serving as an important tool to reach key demographics.
Company X introduces marketing campaign that touches on Y, a cultural issue some people oppose. Group Z lashes out on social media. Rinse. Repeat.
For Bud Light in particular, reaching a new audience is crucial, Alissa Heinerscheid, vice president of marketing at Bud Light, said in a recent Make Yourself at Home podcast interview. Heinerscheid's comments made her a target of right-wing media, which revealed personal information about her in mainstream stories. On Twitter, people called for Heinerscheid to be fired. But her perspective, as stated in the interview, is largely consistent with what experts say most brands want.
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