Boycotts, Backlash, and Beer: The Impact of Brand Partnerships on Political Polarization in the United States

In an election year with political instability happening around the world, there are many lessons to be learned about businesses’ role in exacerbating or helping to calm these politically wild times. This research aims to uncover the mysteries that lie at the intersection of the corporate and political worlds by investigating if, and how, political stability is heightened by various brand practices, including but not limited to marketing efforts, social media posts, and influencer collaborations. This paper utilizes the lens of the 2023 Bud Light collaboration with transgender influencer Dylan Mulvaney and the effects this partnership had on American political polarity. Learning more about this intersection will shine a light into possible remedies for political polarization and provide more insight on the adverse effects and practical implications of it within our country as a result of various brand practices. Additionally, this research explores how brand practices can best operate moving forward in our politically divisive climate.