Even though Budweiser choosing a silly, female- (and male) mocking trans “influencer” to promote a product with a market base guaranteed to find the campaign offensive, it made sense to do it anyway. How? Why? The answer shows just how difficult it will be, and already is, for the United States to maintain its unique values, ethical, political and otherwise, in a global culture determined to force our outlying experiment in individual liberty into conformity.
That video above is from Refinitiv, a hugely influential international company I never had heard of before last week. It is an American-British global provider of financial market data and infrastructure, founded in 2018 as a subsidiary of London Stock Exchange Group. The company has an annual turnover of $6 billion with more than 40,000 client companies in 190 countries. Though it presumes to rank companies according to their “ethics,” it is a soul-less, ethics-free company itself. For example, Refinitiv bowed to pressure from China during 2019–20 Hong Kong protests, censoring over 200 stories by Reuters by removing them from its Eikon platform for consumers in Mainland China. The company then developed a “Strategic China filter” to block politically-sensitive stories from readers in Mainland China.
This is the company that Budweiser was submitting to by turning Bud Lite into a DEI pandering product. Refinitiv wields a powerful Diversity and Inclusion Index “designed to measure the relative performance of companies against factors that define diverse and inclusive workplaces.” Woke and “socially conscious investors, including institutional investors, rely on the index to make investment decisions. A declining or inadequate index can mean billions in lost investments.
Budweiser’s seemingly incomprehensible decision to do a complete 180 degree reversal in its public image was driven by slavish fealty to this made-up index, which has power because people and organization have chosen to give it power. In this it resembles the Southern Poverty Law Center, a left-wing advocacy group that can brand an organization as “racist” or as a “hate group” just by saying so. To Refinitiv’s world view, making a trans celebrity a spokesperson justifies gold stars and bonus points.
Ethics Alarms 