In an attempt at corporate signaling Budweiser really should just wave the white flag.

In the latest bout of corporate virtue signaling Budweiser UK has come out with ads showing its support for Pride Month. While the effort itself is not a surprise, as numerous companies are showing their support in June, the manner in which the beer maker goes about it is…curious.

It almost seems that Bud attempted to make the proper stance with the Pride demographic, but then it ran into a familiar challenge within that community: the Inclusion Paradox. There are tripwires when signaling properly here, because you may actually end up offending subgroups by not acknowledging them in a fashion they deem appropriate.

Just look at what happened as the brewer attempted to go above and beyond in recognizing those prideful sectors.

In 2017 the city of Philadelphia added a black and brown stripe to the classic rainbow design, to better represent people of colour within the community. It has since been flown at Prides around the world. pic.twitter.com/EAWDUaUocs

— Budweiser UK (@BudweiserUK) May 31, 2019

As one who is unclear on all of the machinations behind these movements, I believe this to be a nod to the intersectionalists in the pride community? But then Budweiser found itself in a quandary; what if they did not go far enough in recognizing the vital groups in the movement? After all, it seems like every week they add another sector to the LGBTQIA-califragilistic-expialidocious community.

Just as you can imagine the young marketing executive looking smug after drawing up that newly inclusive flag panic may have set in. What if they had forgotten to include another facet?! Then the beer producer could appear insensitive! Quick, fire off another addition to the flag!

Designed by Monica Helms, blue represents male, pink female, and white is for those transitioning or who consider themselves to have a neutral or undefined gender. pic.twitter.com/ho9XWgocBB

— Budweiser UK (@BudweiserUK) May 31, 2019

There, that should cover things nicely! But wait, there are numerous other genders out there to consider! What if we forget to note those who identify otherly?! Back to the graphics design board…

Yellow is for those whose gender exists outside of the gender binary. White is for people with many genders. Purple is for those who feel a mix of female and male, and
black is for those who feel they are without gender entirely. pic.twitter.com/K1aPAnKMcY

— Budweiser UK (@BudweiserUK) May 31, 2019

As Budweiser fell into the vortex of signaling-propriety you have suddenly gotten to a point where this flag will either have stripes that are a millimeter wide, or the flag itself will need to be six feet in length.

Pink is for femininity, blue for masculinity, while purple represents a mix of the two. Black represents lack of gender, and white stands for all genders. pic.twitter.com/8FhWly9Sk0

— Budweiser UK (@BudweiserUK) May 31, 2019

And then it just continued, as the brewer’s marketing team clearly was foundering, and their attempt to look proper was now spiraling out of control.

Black is for asexuals who don’t feel sexual attraction to anyone. Grey is for grey-asexuals, who sometimes feel sexual attraction, and demi-sexuals who only feel it if they know someone well. White nods to non-asexual allies, and purple represents the whole community. pic.twitter.com/CfAExuxb99

— Budweiser UK (@BudweiserUK) May 31, 2019

and…

Magenta is for same-gender attraction, blue is for attraction to genders other than your own, and lavender (a mix of the two) represents attraction to your own and other genders, though some interpret it differently. pic.twitter.com/BRWeTo2C5j

— Budweiser UK (@BudweiserUK) May 31, 2019

By now there are blatant problems. We have used black for three different identifiers, and we are up to at least four shades of blue. By now the Pride Flag is beginning to resemble the paint chip display board at the Home Depot.

But we are not yet finished.

Blue symbolises male attraction, pink female attraction, and yellow attraction to other genders. pic.twitter.com/DY1qhJQv5J

— Budweiser UK (@BudweiserUK) May 31, 2019

While this flag is commonly used, it isn’t the only one. If you look around, you might see a version with a kiss in the corner, representing lipstick lesbians, or a purple flag with a double headed axe for labrys lesbian feminist pride. pic.twitter.com/E0IgE7PYud

— Budweiser UK (@BudweiserUK) May 31, 2019

And then we get so far down this rabbit hole that we have to dispense with stripes entirely. The groups have become so fractured as to require colored shapes.

The circle symbolises wholeness and completeness, while purple and yellow were chosen as they don’t have male or female associations. pic.twitter.com/IcfDgt8IE9

— Budweiser UK (@BudweiserUK) May 31, 2019

By this point I just want to fly the amber-colored flag — to signify my choice…of bourbon.

I have no idea what Budweiser is even acknowledging anymore, but I hope they are proud of their attempt at pandering.