Brands should think carefully about their stance on Australia Day
Review Partners’ Paul Costantoura argues that jumping on a cause without the solid data to back it up is a bad way to do marketing. Case in point: the #changethedatecampaign.
In the lead up to Australia Day, a lot of claims were made about the apparent groundswell of support among Australians for changing the date. Many of these were made by people who work in media, PR and advertising, based on the exposure the campaign received through social media and in the press.
In Mumbrella the day before Australia Day, Richenda Vermeulen pointed out: “When the banks, telcos, Triple J, and the lamb folks all stop promoting the 26th as Australia day, it’s no longer a fringe movement.”
Hi Paul, thanks for your contribution to the conversation.
My point wasn’t to suggest that a majority of Australians won’t celebrate Australia Day on the 26th. It’s to flag that there is a growing public debate and that brands should be aware of it. Which is why this year, we saw fewer brands choosing to push Australia Day related messages.
I don’t dispute your survey findings — but I’d echo that likewise, choosing to push marketing messages based on a survey is ( in your words) a “bad way to do marketing”
For example, in 2004, a vast majority of Australians did not support same-sex marriage. Every poll and survey would tell you that the majority of Australians didn’t want it legalised.
Despite those survey result at the time, there’s was little for a brand to gain by hopping into that debate (unless they’re prepared to take a stance as ANZ later did in 2008 by sponsoring the Gay and Lesbian Mardi Gras).
This was the first year in a decade Telstra didn’t wish their customers a “Happy Australia Day”.
Did the majority notice?
And would the minority — who feel passionately about the issue — notice?
I’d suggest this isn’t ‘majority rules’ argument, and major brands are starting to catch on.
I trust that brands that turn their backs on Australia Day have plans for trading overseas, because they have no future here.