'Stay in our lane' | Bud Light's U-turn on brand ethics was a watershed moment. Now, the brand is doubling down

It’s a difficult time to be a brand with a moral compass. Ethically aligning your business to societal issues is a hard tightrope to walk.

For those who truly decide to double down and publicly advocate on an issue, the results can be culturally significant. Take, for example, the case of Nike supporting NFL star Colin Kaepernick when the athlete chose to kneel during the national anthem as a protest against racism.

The brand incurred much scorn from those who disagreed with the action, yet whilst Nike may have incurred a boycott, it went on to experience a sales boom that exceeded $6 billion.

This is because, in 2024, values matter as much as the products we buy.