Performativity in Transgender Inclusive Advertising: An Analysis of Consumer Perceptions of the Bud Light/Dylan Mulvaney Partnership

• Published in: Journal of current issues and research in advertising Vol. 46; no. 3; pp. 316 - 340
• Main Authors: Ciszek, Erica, Lim, Hayoung Sally
• Format: Journal Article
• Language: English
• Published: Routledge 03.07.2025
• ISSN: 1064-1734; 2164-7313
• DOI: 10.1080/10641734.2025.2498989

To keep up with social change and consumer expectations on diversity and inclusion, brands feel pressure to produce diverse and inclusive campaigns. Amidst the proliferation of lesbian, gay, bisexual, trans, queer (LGBTQ) inclusion in advertising, transgender populations have historically been left out. This study explores consumer perceptions of the Bud Light/Dylan Mulvaney partnership as a case of transgender inclusive advertising. Employing Butler's theory of performativity (1990, 2011), we analyze the reactions to this campaign, shedding light on the broader challenges and complexities of implementing inclusive advertising, particularly in a polarized sociopolitical climate. We investigate consumer perceptions of Bud Light and transgender influencer Dylan Mulvaney's partnership by focusing on two aspects: (1) a brand's performance of endorsing a transgender social media influencer, and (2) a transgender influencer's performance of brand promotion. Findings shed light on a complex, nuanced understanding of contemporary transgender inclusive advertising, providing theoretical and practical implications. This study aims to provide insights for scholars and practitioners navigating the delicate balance between brand identity, consumer expectations, and social advocacy in advertising.