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https://www.wsj.com/articles/combative-consumers-change-the-marketing-strategy-for-target-and-bud-light-97ca0ac2

Combative Consumers Change the Marketing Strategy for Target and Bud Light

In-person confrontations and the conservative focus on trans issues have disrupted the usual story of purpose-driven marketing, in which brands take stands on social issues

By Katie Deighton

and Patrick Coffee

May 27, 2023 6:00 am ET

Target recently stopped selling certain items from its Pride Month collection after a backlash from some customers that included in-store incidents. Photo: Seth Wenig/Associated Press

Many brands have long shrugged off criticism of their stands on social issues, but Target and Bud Light just proved that even huge corporations can be made to bend.

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Combative Consumers Change the Marketing Strategy for Target and Bud Light

In-person confrontations and the conservative focus on trans issues have disrupted the usual story of purpose-driven marketing, in which brands take stands on social issues

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