Backlash Against Corporate Activism Tests Brand Marketers

The Conference Board's survey notes the steep drop in sales for Bud Light, which had been the top-selling light beer in the United States, after a consumer boycott, has served as a warning for marketers about the potential backlash from taking a stand on social issues. According to the survey, 61% of corporate executives said they expect such hostility to become more pronounced in the next couple of years.