Strategic Good: When Marketing Meets Meaningful Impact

The Backlash Against Performative DEI

The dismantling of DEI programs by giants like Meta, Amazon, and McDonald's signaled a significant shift. It's no longer enough to simply *say* you care. Consumers are demanding real action, tangible change, and authentic connection.

The backlash against DEI underscores a crucial truth: strategic good must drive brand growth. Empty gestures and performative allyship are out. Meaningful impact is in.

Bud Light's Misstep: A Case Study in Misaligned Marketing

The Dylan Mulvaney partnership became a lightning rod. Intended to signal inclusivity, it alienated core consumers and felt inauthentic to many progressives. The campaign didn't fail because it was bold; it failed because it lacked a strategic foundation.

It highlighted a dangerous trap: prioritizing symbolic "good" over strategic growth. True impact requires more than a well-intentioned gesture – it demands a deep understanding of consumer needs.

The Real Problem: A Void in Strategy

Bud Light's approach relied on surface-level assumptions about Gen Z and Millennials, failing to address their actual needs or remove genuine barriers. This miscalculation fueled the growing skepticism toward corporate "wokeness," leaving the brand vulnerable to criticism from all sides.

What was missing wasn't just *a* strategy, but the *right* kind. Modern marketing requires a laser focus on consumer needs: their aspirations, their challenges, and the gaps between them.

Good Must Drive Brand Growth

In an era of declining corporate trust and political backlash against DEI, brands face immense pressure to evolve. The old dichotomy of "growth" versus "good" is obsolete. They are not opposing forces, but complementary partners.

True growth happens when brands solve real problems for real people. And when those solutions improve lives and empower consumers, that's when "good" happens. When aligned, good doesn't just support growth – it fuels it.

Jobs-to-Be-Done (JTBD): Understanding Consumer Needs

JTBD focuses on what consumers are trying to achieve. What "job" are they hiring your product to do? Bud Light isn't just a beverage; it's hired to facilitate relaxation, celebration, and social connection.

JTBD emphasizes understanding context, not just demographics. It's about identifying the barriers that prevent consumers from achieving their desired outcomes.

CARES: Addressing Barriers to Flourishing

The CARES framework identifies five universal barriers to well-being: Connectedness, Autonomy, Recognition, Empowerment, and Security. These are fundamental human needs, and brands that address them forge powerful connections.

Imagine Bud Light leveraging CARES: fostering connection through shared experiences, empowering consumers with personalized options, recognizing their contributions, and building trust through reliability.

Reimagining Bud Light with JTBD + CARES

With JTBD and CARES, Bud Light could have crafted a truly resonant campaign. Instead of polarization, it could have achieved genuine connection, both with its core audience and new consumers.

The brand could have aligned growth and good, delivering measurable impact and fostering authentic engagement.

Conclusion: Marketing for the Future

Bud Light's experience serves as a crucial lesson. Performative social good is no longer enough. Consumers demand authenticity, impact, and solutions that genuinely address their needs.

JTBD and CARES provide the tools to navigate this evolving landscape. They empower marketers to build strategies that are not only bold but also meaningful, impactful, and aligned with the values of their audience.

What's Next?

The next article will explore how to activate JTBD + CARES, outlining practical strategies, addressing potential challenges, and showcasing how to track success with meaningful metrics. Stay tuned!