Last week, YETI, the premium outdoor gear company known for its rugged coolers and drinkware, canceled a custom mug order from our organization, the Clare Boothe Luce Center for Conservative Women. The reason? Our name includes the words “conservative women,” which YETI deems too “political” to print.
Within hours, the decision ignited national outrage. High-profile conservatives, including Glenn Beck, Liz Wheeler, Chris Plante, and Dana Loesch, sounded off, and major outlets, including Newsweek, the New York Post, and Fox News, covered the story. Why did it hit such a nerve? Because YETI just had its Bud Light moment — a self-inflicted brand crisis that reveals a stunning disconnect from its core customers.
Here’s what happened: We’re a 501(c)(3) nonprofit group dedicated to empowering young women to become
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