The last time EA visited the corporate cautionary tale was on April 23, here. Today’s post should be the end-point for this particular ethics matter, but you never know.

1. This isn’t going to blow over. Some commenters here and professional woke spinners in the news media tried to make the case that the backlash over Bud Light putting trans performance artist/influencer Dylan Mulvaney on a Bud Light can and featuring the camp figure in a promotion pandering to LGTBQ audiences was short-lived and a “nothingburger.” That has not been the case. Bud Light sales have fallen significantly for the third consecutive week. Beer Business Daily described the response to the campaign as a “shocking deterioration” of Bud Light’s market share. “We’ve never seen such a dramatic shift in national share in such a short period of time,” the newsletter said. Meanwhile, Bud Light’s biggest competitors like Coors Light and Miller Light are gaining consumers while Bud Light loses them.

So the immediate ethics breach here was competence. Corporations are supposed to use marketing to increase sales, profit and favorable views of their products—in fact, they are obligated to. Using marketing and messaging to endorse controversial political positions as self-conscious virtue-signaling is irresponsible, and, frankly, stunningly stupid. Pick your analogy: Bud Light featuring Jane Fonda on a can during the Vietnam war? How about Cindy Sheehan on a can during the Bush administration? It is amazing that Bud Light’s management was so estranged from the views of its own market.

2. It is not the job of corporations to try to change the views of its market.

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