In this video, Roger Martin explains how the Bud Light backlash reveals hidden fault lines in a hyperpolitical marketplace. You will learn how to recognise these fractures in your own customer base, avoid accidental brand crises and design strategies that respect diverse views.

Why strategy is now hyperpolitical

Roger Martin reflects on the idea of hyperpolitical markets, where every action is instantly visible and can create unexpected reactions. He introduces the metaphor of hidden fault lines to explain how small triggers can unexpectedly reveal deep and persistent divisions within broad customer groups.

The Bud Light case

Using the Bud Light example, he shows how a single social media post by Dylan Mulvaney activated a hidden fault line among consumers. Sales dropped sharply because the brand spoke to one segment without considering how others would react in a climate where everyone sees everything.

How to act on hidden fault lines

He argues that companies serving broad markets must study their audiences carefully and anticipate where divisions may surface. By recognising potential fissures and communicating with the full market in mind, organisations can avoid accidental crises and build strategies that respect the diversity of views in modern society.