From Boycott to Cancel Culture: How Bud Light’s Delayed Crisis Response Shaped Digital Consumer Activism

This research examines the transformation of consumer activism in the digital age through the case study of Bud Light’s 2023 controversy following their collaboration with transgender influencer Dylan Mulvaney. Following a controversial marketing campaign in 2023, Bud Light faced a significant backlash, amplified by social media platforms. This backlash was worsened by Anheuser-Busch’s continued silence and ambiguous response. The study employs qualitative content analysis and secondary data to analyze how the delay in Bud Light’s crisis response transformed consumer activism from a traditional boycott into a cancel culture movement with severe brand consequences. Primary data was gathered from analyzing Anheuser Busch’s official crisis response and social media (Twitter) users’ reactions to the response, mainly within the first month. A comparative analysis with similar cases was also conducted, demonstrating the importance of prompt response to crises. This research contributes to crisis communication theory by illustrating how response timing and social media dynamics can transform temporary boycotts into enduring cancel culture movements with substantial financial and reputational impacts. The study further underscores the need for crisis preparedness in responding to digital activism before it reaches a tipping point where brand recovery becomes difficult.