If I had to guess, I’d say that the marketing team who thought it a good idea to scold men for advertisements the beer industry created to appeal to them — as if it was beer consumers who created the ads themselves — are likely true believers in the cause of Social Justice pedagogy and activism; that is, they believe it is the job of beer marketers to promote grand social change, even if that means shaming and berating their most loyal customers for sins that were never really sins. And that’s because they just know better than the filthies what comes to count as “good shit” and what comes to count as “bad shit.” Good shit is what they decide it is. Bad shit is what they don’t like. It really is that simple, and to them, it really is that clear cut. Such is the arrogance that comes with presuming to speak for 51% of the population, with the caveat that of course some women will disagree with you, but that those kind of women are captured, “male-adjacent,” suffering from “false consciousness,” and are generally to be pitied as the trashy remnants of broken age.

From the perspective of the corporation itself, however, the desire to keep a perfect CEI score is what drives these types of ad campaigns.