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Culture War Roundup for the week of May 15, 2023

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Culture war refresh. Many people are familiar with the Bud Light and Dylan Mulvaney controversy. About a week afterwards people on this website noted there wasn’t a large impact on the stock price of InBev, Bud’s parent company,

Well, InBev is now down about 10% from when the whole Bud Light - Dylan Mulvaney sponsorship. Bud light revenue is still down materially. At the same time, other major alcohol companies appear flat or up materially. Therefore, it seems the boycott has had real negative impact on InBev.

Does this mark the start of the right finding it’s muscle or is this a dead cat bounce?

The boycott worked this time because Bud Light is completely interchangeable with other products and they attacked their core audience. For the same reasons, the Gillette boycott had a real impact.

Other companies, like Disney or Apple, can get away with woke signalling because their business has a moat.

What was the Gillette thing about?

https://en.wikipedia.org/wiki/The_Best_Men_Can_Be

"The Best Men Can Be" was a corporate social responsibility advertising campaign from the safety razor and personal care brand Gillette of Procter & Gamble. The campaign launched on January 13, 2019, with the digital release of a short film entitled We Believe: The Best Men Can Be, which played upon the previous slogan ("The Best a Man Can Get") to address negative behavior among men, including bullying, sexism, sexual misconduct, and toxic masculinity. The campaign includes a three-year commitment by Gillette to make donations to organizations that "[help men] achieve their personal best".[1]

The initial short film was the subject of controversy. While it was praised by some, such as Bernice King, and defended by others, such as Mona Charen, it was generally received negatively by various online commentators, particularly males and conservatives, becoming one of the most disliked videos on YouTube.

Wish I could find the ad itself. Gillette appears to have scrubbed it. It was pretty offensive to men, if I remember.

It was pretty offensive to men, if I remember.

It was, and I swore off Gillette for life as a result. Doesn't really matter since P&G owns so much.

There's value in changing brands as a result of controversy, even if the company getting your money remains the same.

If Gillette sales suddenly dip by 50% and Braun picks up those sales, even if P&G ends up with the same number of sales, there are a bunch of factories that are going to be retooled or closed, a bunch of people that are going to be hired and fired or moved to different divisions that may have offices in different areas. Those are costs, and those are visible events among the executives of the company. To say nothing of the cost of running the ad in the first place: while marketing has some issues with showing its actual effects, the underlying theory is you increase your sales.

Yes, it's technically possible for them to just repeatedly bait and switch you: once you're established with Braun they do something exactly as controversial. But what then? You're not going back to Gillette. Maybe there's a third P&G brand that makes razors that you go to, but sooner or later you'll move outside P&G's ecosystem for your razor, unless they're spending even more money to set up new brands as fast as they collapse. Maybe you still buy their shampoo, but it's not like there's a binary "yes they're our customer/no they're not our customer" thing here where once you buy one P&G product they've won. They want your shampoo money and your razor money and your lotion money and every other bit of money they can get from you, and insofar as you move away from that that's a failure of their profit-seeking goals.

It probably won't bankrupt them as a company, but that's probably an unrealistic goal in the first place. What it will do is send a clear signal "hey, doing this thing that you thought would make you money is instead costing you money", and that's both attainable and effective for changing behavior.