Bud Light draws backlash after promoting trans activist Dylan Mulvaney, but marketing pros say it's a smart move

But this wasn’t the first time a major brand found itself in such a situation. Just last month, Hershey, arguably the biggest name in chocolate, faced a similar response after its Canadian division as part of a campaign. In Hershey’s case, there were even calls from critics to boycott the brand. All of which raises the question: Why are major brands mounting such campaigns, given their potential to alienate some customers? Is it about... + full article