Keywords: LGBTQ+ Corporate Advocacy, Public Relations and LGBTQ+ Advocacy, Corporate Reputation Management, Strategic Communication in Branding
Corporate Engagement with Social and Cultural Issues
Corporations are expected to navigate complex cultural conversations and align with diverse public values. The American Airlines, Barbie, Bud Light and Fort Lauderdale wedding case studies illustrate the challenges and opportunities that come with corporate engagement in social issues, particularly LGBTQ+ inclusion.
Navigating Crises and Brand Evolution
Corporations often engage with social issues in response to crises or as part of an intentional brand evolution. For instance, American Airlines faced accusations of discrimination in the early 1990s and had to rebuild trust within the LGBTQ+ community. Ciszek (2016) writes, “American Airlines has not always had a harmonious relationship with LGBT publics. In the early 1990s experienced two major crises, propelled by LGBT activists, that caused the organization to reexamine its policies and procedures” (Ciszek, 2016, p. 73). Barbie, historically critiqued for reinforcing unrealistic beauty standards and traditional gender roles, underwent a significant transformation to embrace diversity and inclusivity. Luttrell and Welch (2023) write about how Barbie has had a complicated history with feminism, often sparking controversy as societal views on women and the feminist movement evolved. Gerwig made feminism a central theme of the film, challenging past perceptions and influencing the nuanced approach taken in the campaign (Luttrell & Welch, 2023, p. 19). Bud Light, on the other hand, faced backlash for its partnership with a transgender influencer, highlighting the risks of navigating a polarized environment. The Associated Press (2023) showcases that, “since then, two executives at parent company Anheuser-Busch InBev took a leave of absence. Bud Light lost its decades-long position as America’s best-selling beer” (The Associated Press, 2023).
The View. (2025, March 10) Dylan Mulvaney reacts to the backlash after her partnership with Bud Light led to a boycott. YouTube.
Strategies for Success and Missteps
Each company approached these challenges differently. American Airlines took proactive steps by engaging with LGBTQ+ activists, implementing inclusive policies and fostering authentic relationships. According to “Taking a Stand: American Advocates for LGBTQ Rights and Hate Crime Legislation” (2022) shows that it was also the first major airline in the country to safeguard LGBTQ employees by incorporating gender identity, expression and sexual orientation into its nondiscrimination policies (Taking a Stand, 2022). Barbie executed a long-term rebrand, launched diverse dolls and aligned with feminist narratives to modernize its image. However, Bud Light struggled with its messaging, failing to fully commit to either side of the controversy, resulting in significant backlash from both conservative and LGBTQ+ consumers. “Cracking Open A Case: The Anheuser-Busch response to Bud Light Boycott” (n.d.) demonstrates that “On April 14th, Anheuser-Busch launched a communication campaign including social media posts, an advertisement launch and a statement from its CEO. Neither the social media posts or the advertisements made any reference to the partnership with Mulvaney (Cracking Open A Case, n.d., p. 11).
The Power of Proactive Inclusion
The Greater Fort Lauderdale Convention & Visitors Bureau (GFLCVB) took a different approach by proactively positioning itself as an LGBTQ+ friendly travel destination. Sheridan (n.d.) writes, “Greater Fort Lauderdale enjoys an enviable destination image of being warm, welcoming and inclusive. It has the highest concentration of same-sex couple households in the United States” (Sheridan, n.d., pp. 49-50). Unlike American Airlines, which had to recover from past missteps, GFLCVB launched the ‘Love is Love Wedding’ campaign before same-sex marriage was federally recognized, showcasing its commitment to inclusivity. The campaign emphasized:
- Targeted and Authentic Engagement: Directly addressing LGBTQ+ travelers with a celebratory message, much like Barbie’s recent inclusive marketing efforts.
- Leveraging Cultural Moments: Launching ahead of nationwide marriage equality, similar to Barbie’s alignment with feminist discourse.
- Generating Positive PR and Media Coverage: Receiving widespread media attention, akin to the success of American Airlines’ reformed reputation and Barbie’s movie campaign.
- Economic Benefits of Inclusion: Recognizing the financial potential of LGBTQ+ consumers, contrasting Bud Light’s financial losses due to perceived insincerity.
Key Takeaways for Corporate Social Engagement
The successes of American Airlines, Barbie and the “Love is Love Wedding” campaign demonstrate that authentic engagement and proactive inclusivity can lead to positive reputational and financial outcomes. In contrast, Bud Light’s missteps highlight the risks of failing to clearly communicate values or engage meaningfully with diverse audiences.
The Future of Corporate Social Responsibility
Businesses today must thoughtfully navigate social issues with a clear, committed strategy. The “Love is Love Wedding” campaign exemplified how proactive and genuine engagement can build strong brand relationships and drive economic success. As consumers increasingly expect corporate accountability, companies must prioritize inclusivity, transparency and strategic communication to foster long-term trust and loyalty.
References
Ciszek, E. (2016). A corporate coming out: Crisis communication and engagement with LGBT publics. Case Studies in Strategic Communication, 5, 72-98. Available online: http://cssc.uscannenberg.org/wp-content/uploads/2016/08/v5art5.pdf
Cracking Open A Case: The Anheuser-Busch response to Bud Light Boycott (n.d.). 1-28.
Sheridan, V. (n.d.). “Love is Love” Wedding in Fort Lauderdale. 49-56.
Luttrell, R., Ph. D., & Welch, C. (2023). Everything Barbie all at Once: “A Marketing Campaign for the Ages.” Case Studies in Strategic Communication Journal 8. 16-39. Reading
Taking a Stand: American Advocates for LGBTQ Rights and Hate Crimes Legislation. (2022). Aa.com. https://news.aa.com/news/news-details/2021/Taking-a-Stand-American-Advocates-for-LGBTQ-Rights-and-Hate-Crimes-Legislation-ID-LGBTQ-04/default.aspx The Associated Press. (2023, June 30). Transgender influencer Dylan Mulvaney says Bud Light didn’t support her during backlash | AP News. AP News. https://apnews.com/article/bud-light-transgender-dylan-mulvaney-442d6d4c3f41d706586de8edd01ac13d
The View. (2025, March 10). Dylan Mulvaney reacts to the backlash after her partnership with Bud Light led to a boycott. YouTube. https://www.youtube.com/watch?v=7JGzcrVaPOw