Why are California and Other Large Companies Using Instagram Influencer's like Dylan Mulvaney to Sell Their Products? It's Not What You Think

Companies get rated on a Corporate Index Score, which shows if they have enough diversity/Getty

April 14, 2023 | Stefanie Daubert

​​If you go on Instagram, or TikTok, you will see a video or reel of Dylan Mulvaney.
Mulvaney gets many sponsors from different products, from makeup companies, @Nikewomen’s newest leggings and sports bra, to now Bud Light, for him to create videos and reels showing himself with the item being sponsored, and he makes money doing that.

The controversy that has been written about in articles, blogs, and in television headlines is in regard to a video that Mulvaney posted on April 1st, showing himself carrying a group of Bud Light cans.
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After opening a can and taking a sip, Mulvaney states that this month he celebrated his day 365 of womanhood and Bud Light sent him the “best gift ever…a can with my face on it.” He then shows the camera the can of Bud Light with his face on it. He is an open transgender female.

The Bud Light can Dylan Mulvaney shows in his Instagram Video on April 1, 2023.

From the moment that Instagram video went out the comments came, both for Bud Light to be more inclusive and those against it.
 
A person called mackpine stated, “Why are people so offended by **** that doesn’t impact them in any way shape or form? Maybe just move along and live and let live. This is hurting literally no one.”
 
“#BoycottBudlight stop degrading women,” picklejjpp stated next.
 
Comments continued until it not only became a trending topic on Twitter for days and still is now, to the sales of Bud Light taking huge losses.
 
Bud Light’s VP Aliossa Heinerscheid spoke on a business podcast on March 30th and claimed that Anheuser-Busch beer had been in decline for a really long time.
 
This is in direct opposition to what Anheuser-Busch says themselves, stating that Bud Light has been America’s number one brew with a market share of more than 13 percent.
 
Busch hired Alissa Heinerscheid, a Harvard graduate, who stated that “it was essential” that the brand attract more female and younger drinkers.
  
Heinerscheid’s LinkedIn profile stated that she is the first female to lead the largest beer brand in the industry.
 
She stated that she had a clear goal and mandate ‘to evolve and elevate this incredibly iconic brand.’
 
The decision of Bud Light to use influencer Mulvaney as a spokesperson for the product, is that other influencers, such as country singer Travis Tritt and singer Kid Rock got rid of the product from their tour busses, shows, and for singer Jon Rich, he stopped selling Bud Light in his Redneck Riviera Bar.
 
After all of this negative publicity, Bud Light became silent on social media. After sending them an email on April 10th, I questioned them about their media silence, and asked them to give me a statement about whether or not using Dylan Mulvaney as a spokesperson has anything to do with wanting to raise their Corporate Equality Index Score, this was the response:
 
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Email response from Michael Goon-Director, Marketing Communications | Bud Light/Stefanie Daubert

Anheuser-Busch works with hundreds of influencers across our brands as one of many ways to authentically connect with audiences across various demographics. From time to time we produce unique commemorative cans for fans and for brand influencers, like Dylan Mulvaney. This commemorative can was a gift to celebrate a personal milestone and is not for sale to the general public.” – Anheuser-Busch spokesperson.
 
Daily Mail.com, in a story titled, “Bud Light’s VP says she wanted to update the ‘fratty’ and ‘out of touch’ branding with ‘inclusivity’ days before Dylan Mulvaney’s controversial partnership with beer was unveiled,” stole the email statement that was given to me by Michael Goon and passed it off as a statement that they got themselves. The news site was contacted but have not received any response yet.
 
What is a Corporate Equality Index Score?
 
It was asked to Bud Light in the email, if hiring Dylan Mulvaney as a spokesperson was to raise the company’s Corporate Index Score. Mr. Goon did not answer that question, but it is one reason a company may hire a person from the LGBTQ community.
 
A Corporate Index Score rates a company on four different rating criteria, last updated by the Human Rights Campaign in 1/27/2022:

1. Workforce Protections (5 points possible) Policy includes sexual orientation and gender identity/gender identity or expression for all operations (5 points possible)
2. Inclusive Benefits (50 points possible)

To secure full credit for benefits criteria, each benefit must be available to all benefits-eligible U.S. employees. In areas where more than one health insurance plan is available, at least one inclusive plan must be available.

-         Equivalency in same- and different-sex spousal medical and soft benefits (No points awarded)
-         Equivalency in same- and different-sex domestic partner medical and soft benefits (10)
-         Equivalency in spousal and domestic partner family formation benefits regardless of sex. (10)
-         Equal health coverage for transgender individuals without exclusion for medically necessary care (25)
-         LGBTQ+ Benefits Guide (5)
     3.  Supporting an Inclusive Culture (25 points possible)a. Four LGBTQ+ ​Internal Training and Accountability Efforts (5)Businesses must demonstrate a firm-wide, sustained and accountable commitment to diversity and cultural competency, including at least four of the following elements:

• New hire training clearly states that the nondiscrimination policy includes gender identity and sexual orientation and provides definitions or scenarios illustrating the policy for each
• Supervisors undergo training that includes gender identity and sexual orientation as discrete topics (may be part of a broader training), and provides definitions or scenarios illustrating the policy for each
• Integration of gender identity and sexual orientation in professional development, skills-based or other leadership training that includes elements of diversity and/or cultural competency
• Integration of intersectionality in professional development, skills-based, or other training (required)
• Senior management/executive performance measures include LGBTQ diversity metrics

b. One LGBTQ+ Data Collection Effort (5)

• Anonymous employee engagement or climate surveys conducted on an annual or biennial basis allow employees the option to identify as LGBTQ+
• Data collection forms that include employee race, ethnicity, gender, military and disability status — typically recorded as part of employee records — include optional questions on sexual orientation and gender identity.
• Board (or other governing body) member demographic data collection include the option for individuals to report their sexual orientation and gender identity or self-identity as LGBTQ+

c. Transgender Inclusion Best Practices (5)

• Gender transition guidelines with supportive restroom, dress code and documentation guidance
• Implementation of the at least one (1) of the following policies or practices

• Trans-inclusive restroom/facilities policy
• Gender-neutral dress code
• Policies/procedures that allow for optional sharing of gender pronouns

d. Employee Group –OR– Diversity Council (10)
   4.  Corporate Social Responsibility (20 points possible)a. Five Distinct Efforts of Outreach or Engagement to Broader LGBTQ+ Community (15)
Businesses must demonstrate ongoing LGBTQ+ specific engagement that extends across the firm, including at least five of the following:

• LGBTQ employee recruitment efforts with demonstrated reach of LGBTQ+ applicants (required documentation may include a short summary of the event or an estimation of the number of candidates reached)
• Supplier diversity program with demonstrated effort to include certified LGBTQ+ suppliers
• Marketing or advertising to LGBTQ consumers (e.g.: advertising with LGBTQ+ content, advertising in LGBTQ media or sponsoring LGBTQ organizations and events)
• Philanthropic support of at least one LGBTQ+ organization or event (e.g.: financial, in kind or pro bono support)
• Demonstrated public support for LkGBTQ+ equality under the law through local, state or federal legislation or initiatives

b. LGBTQ+ Corporate Social Responsibility
Contractor/supplier non-discrimination standards AND Philanthropic Giving Guidelines (5)
   4.  Responsible citizenship (-25)

• Employers will have 25 points deducted from their score for a large-scale official or public anti-LGBTQ blemish on their recent records. Scores on this criterion are based on information that has come to HRC’s attention related to topics including but not limited to: undue influence by a significant shareholder calculated to undermine a business’s employment policies or practices related to its LGBTQ employees; directing corporate charitable contributions to organizations whose primary mission includes advocacy against LGBTQ equality; opposing shareholder resolutions reasonably aimed at encouraging the adoption of inclusive workplace policies; revoking inclusive LGBTQ policies or practices; or engaging in proven practices that are contrary to the business’s written LGBTQ employment policies.

How California Companies Rank?
In this year’s CSI, there were a total of 947 companies and law firms that were officially rated, compared to 887 listed in last year’s report.

In California, the average ranking for the 120 companies and law firms is 91 with 81 earning 100 points, 15 earning 90 points and above, and 10 earning 80 points and above.

There are a lot of famous people in California, both in Hollywood and as influencers in social media. California can hire social media influencers from the LGBTQ community. This would be getting points under section four, Corporate Social Responsibility, which references points for marketing, advertising, and hiring of at least one LGBTQ+ employee or organization to work with.

Although many Californians may not be aware of what a Corporate Social Responsibility Score in now, as the Human Rights Counsel rates more companies in their report on a yearly basis, it may be more understandable to some why there is a need, from corporations at least, to push for more inclusivity in the workplace.

​People from smaller companies in more rural United States may need longer to get used to this as being accepted as the norm in the workplace.