In an interview with Fox News Digital, Jenner shared her belief that most Americans harbor no prejudice against the LGBTQ community. She suggested, however, that the branding blunders by these corporations have led to self-inflicted wounds.
"In both the Bud Light and Target situations, they tried to be so publicly vocal about their stance that it inevitably exploded," Jenner explained, adding that when organizations forcefully impart particular views on consumers, reactions tend to be adverse.
Jenner has been at the forefront of public consciousness for many years, initially gaining fame as Bruce Jenner, the 1976 Summer Olympics decathlon champion. Over the years, Jenner has remained culturally relevant, primarily due to familial links to the popular Kardashian reality TV franchise. Post her gender transition, Jenner is arguably the most famous transgender woman globally, even though her affiliation with the Republican party has occasionally vexed other LGBTQ community members.
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"Most people harbor open-minded views and do not have issues with transgender, gay, or non-binary individuals," Jenner continued. "However, when something is forced upon them, that's when they tend to resist."
June 16, 2023
Bud Light has witnessed a significant sales dip following a highly criticized promotional partnership with transgender activist Dylan Mulvaney. The backlash from conservatives was immediate, leaving lingering doubts about the brand's potential to recover fully.
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Target's initial attempts to cater to the LGBTQ community through Pride displays featuring children's apparel and "tuck-friendly" women's swimsuits annoyed conservatives. Interestingly, dialing back these displays ahead of Pride Month also upset some within the LGBTQ community.
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"In today's world, regardless of your stance, everyone seems to be displeased," Jenner observed, noting that social media platforms have amplified the voices of discontent.
Jenner further questioned the rationale of these corporations' attempts to align with 'woke' culture, stating, "Why they choose to go down this path is baffling to me."
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Jenner, an entrepreneur with several business-savvy children and stepchildren, including cosmetics mogul Kylie Jenner, warned against adopting 'woke' practices in the business world.
"Venturing down that path leads to the alienation of a significant segment of the marketplace," she cautioned. "Understand your target audience and cater to their preferences."
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In Jenner's opinion, Bud Light's catastrophic promotional venture with Mulvaney demonstrated a lack of understanding of their core customer base.
"They are unlikely to respond positively to an overtly flamboyant trans woman endorsing your product. That's not your primary demographic," Jenner critiqued.
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Following a controversial video shared by the White House celebrating the "LGBTQI+ Community" and "our kids," Florida Gov. Ron DeSantis's 2024 presidential campaign and Twitter CEO Elon Musk slammed the Biden administration. Their criticism echoed the sentiment of hundreds of social media users who rebuked the notion that their children belong to the government.
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Biden has also faced criticism for his stance against bills prohibiting gender treatment for minors. Jenner, who grappled with gender identity as a child, aligns with conservative critics who argue against pushing these concepts onto children.
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"To be transgender or have gender dysphoria is a reality," Jenner stated, "but advocating for this in children is unquestionably wrong. Let children be children."
This week, Missouri joined the growing list of states enacting laws restricting or banning gender-affirming healthcare for transgender minors, following a similar bill signed by Republican Texas Gov. Greg Abbott last week. Currently, at least 20 states have implemented such legislation.
Jenner, who made an unsuccessful run for the governorship of California as a Republican, has been open about the backlash she faced from her community for her political leanings. She has often stated that she encountered more hostility for being a Republican than coming out as a transgender woman. However, Jenner remains unrepentant and believes her life is less complicated now.
"I have a fulfilling life. I wake up each morning and am myself throughout the day. I no longer feel the need to conceal myself or worry about people's opinions," she shared. Jenner acknowledged that her life choices might be controversial to some, but she has come to terms with it.
She added, "Some may disagree with how I live, and that's fine. We don't need to socialize." Jenner also shared how liberating it is not to have to grapple with the secrecy and covert behavior that once characterized her life.
Jenner's stand highlights the complexity of the ongoing cultural and political debate surrounding LGBTQ rights and visibility in America. It is a testament to the diversity within the community and the differing perspectives on how best to engage with and educate the broader public about LGBTQ issues.
As corporations, politicians, and public figures navigate these sensitive waters, Jenner's observations offer a reminder. While promoting acceptance and inclusion is crucial, an overzealous approach can sometimes lead to backlash and alienation.
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