I’ve used lot’s of words to describe the Assimilationist Lens but this Bud Light Commercial sums it all up in a humorous way. So what is the Assimilationist Lens? Assimilationists want individuals to submerge their cultural identities in favor of nationalistic and patriotic ideals or organizational ideals in business settings. Assimilationists believe that our primary allegiance should be to the welfare and unity of our nation or organization. Immigrants and other sub-cultures should adopt the lifestyles, values, customs, and language of the dominant or majority culture. While this commercial is not culturally based, it does demonstrate the role that power plays in society to force people to fit in and get with the program. The Assimilationist Lens is based on the book The 10 Lenses.