Are brands too quick to cancel Australia Day?

Last week commenced with the annual lamb ad that is traditionally released ahead of Australia Day. It was met with positivity with exposure in media celebrating Australia and well, lamb. But by mid-week, in stark contrast, other companies became slaughtered for their intentions to recognise the day, including Woolworths and Aldi.

How did one organisation fly free through the airwaves while others were met with backlash for essentially the same topic?

What formula should a company follow to avoid the backlash? Perhaps rather than an ‘all or nothing’ position, an approach that is balanced, inclusive and sensitive will resonate with a greater depth of your brand community, while harnessing the components of Australian culture that our overseas counterparts admire.

The controversy around Australia Day has been intensifying in recent years. This year it appears many brands are navigating this social issue by dropping blatant Australia Day messaging.

As more brands recognise a diverse mix of cultural days throughout the year celebrating the richness of the Australian community – is avoiding the single national day and eliminating the message the right move? Does it make sense that brands invest heavily in overseas driven superficial commercial days like Halloween rather than a day that reflects on the depth, beauty and opportunity that exists in Australia?

When brands react to one vocal portion on social media, could they risk isolating a core consumer group who may be more silent? That is, social driven advocates are not necessarily representative of the entire community. Roy Morgan research last year revealed the majority of Australians still prefer the day to be termed Australia Day.

All the grocery retailers, despite their decision, received mixed reactions to their decision.

The Australia Day website is a good starting point. It considers the multitude of meanings but positions the day as a focus on the present and a way forward while acknowledging and respecting history and the contribution everyone in our country has made towards our contemporary and dynamic nation today.

Being a national day, the Government should be initiating the Australia Day messaging and campaigns – which would then provide the funnel for companies in Australia to follow should they wish to recognise the day. It really shouldn’t be a brand first initiative.

Customers will have a defining factor into the degree a brand will engage in the day. For some it makes sense to recognise the day while for others they may choose not to engage.

The location, origin and spread of a business will determine considerations. If you are fully entrenched in the depth of community nationally than it makes sense to acknowledge the day. However the messaging and approach will be important to positively resonate with each of the communities the business operates in.

For those that do choose to mark the day, Australian made or designed products should be considered to create authenticity in the offering. A culturally diverse range that captures our culturally diverse nation is an opportunity missed from brands dishing out cheap off-shore merchandise.

Equally for those engaging in advertising and content, a depth of talent with people that truly represent Australia will provide greater appeal.

Social debate is part of today’s branding landscape and opening up platforms to a diversity of conversations and views is not necessarily a pitfall. Any brand embarking on campaigns that are polarising in a social context should be prepared and anticipate the myriad of reactions – but importantly be ready to place their own perspective on the social stage.

Nicole Reaney is CEO for InsideOut PR.