Forward-thinking brands can no longer afford to align with Australia Day
Australia Day is a brand, argues Dear Storyteller general manager Mike Drysdale, and how you engage with it, or don’t, speaks volumes.
Cricket Australia’s decision to drop Australia Day branding from three upcoming matches highlights its alliance with the Change the Date movement and some are saying that the organisation should stay in its lane.
Scott Morrison is one of them, saying: “A bit more focus on cricket, a little less focus on politics would be my message to Cricket Australia.” But brands can’t afford to be apolitical in the purpose and values-driven marketing landscape of today.
