And no wonder! For Satan himself transforms himself into an angel of light.
- 2 Corinthians 11:14
If you were to ask people what ESG is, odds are you’d get a blank stare. On the other hand, if you were to ask people about the Bud Light ad campaign featuring transgender “woman” Dylan Mulvaney, there’s probably a better chance they’d know what you’re talking about.
ESG is short for Environmental, Social, and Governance Investing. According to Investopedia, ESG investing refers to a set of standards for a company’s behavior used by socially conscious investors to screen potential investments.”
Put differently, ESG is the investing philosophy pushing companies to pursue wokeness over profitability and is the theory of which Bud Light’s transgender ad campaign is the practice.
The Dylan Mulvaney ad campaign, at least according to some American conservatives, has backfired on Anheuser Busch, leading to a boycott of the brand, a drop in the parent company’s stock, and falling sales. Supporting the notion that the ad campaign has angered many customers is the report that the VP of marketing who headed the ad campaign has “taken a leave of absence.”
Worth noting is that this is not Anheuser Busch’s first foray into woke advertising. In 2016, the company ran an ad celebrating homosexual marriages for Gay Pride Month, a time of year formerly known as June, but in recent years is become a sodomite bacchanalia.
There are other examples of woke advertising. A few years back. Gillette ran an ad campaign that took aim at its customer base, men. I can’t speak for others, but I switched from using Gillette products and will never go back.
Doubtless, other examples of woke advertising can be found. What is remarkable about them, at least the examples cited above, is that they seem to contradict every assumption we have about the purpose of advertising. If advertising is about getting people to like and to purchase your product, how does insulting your customer base help achieve that end? It hardly seems like what we would expect in a capitalist system.
Lux Lucet 