Why brands should think twice about celebrating Australia Day
With more and more people feeling uncomfortable about Australia Day, here’s a humble suggestion: you may want to reconsider your brand’s implicit endorsement of the 26th, argues ntegrity’s founder and CEO, Richenda Vermeulen.
Tomorrow is Australia Day. A majority of Australians will take the day off, light up the barbecue, and crack a few drinks. This group likely won’t notice if a brand wishes them a Happy Australia Day or not.
But there’s a growing number who will.
Companies, agencies, and non-indigenous people are finally joining the vast majority of indigenous voices¹ who do believe we should change the date, and view celebrating Australia Day on the 26th as “dancing on graves”.
The ‘national day’ could cause problems for brands, as it has for politicians
I disagree strongly. If you took a straw poll of Australians – not Fairfax or The Guardian journalists and the vocal minority on social media you find in my opinion a overwhelming majority of people supporting and celebrating Australia Day (until we find a better date when the Queen dies or abdicates). Brands like Woolworths, ANZ and Vegemite have a broad target audience, they don’t all live in Surry Hills in Sydney, drink piccolos, have hipster beards and consider themselves vegans…. they live in real Australia
Spot on M&M. So Richenda where is your evidence to claim that more and more of us feel uncomfortable about Australia Day? I think a few have been successful in getting slightly more media attention lately so please don’t interpret this as a widespread community groundswell. Bernard Salt summarised it intelligently and sensibly when he suggested that the day should be more about celebrating our great way of life than lamenting history.
I’m guessing there are very few people named Richenda outside of Surry Hills, New Farm or St Kilda, and I’m guessing that if she was involved in mass market brands her commercial opinion may be slightly different. Imagine trying to convince Supa Cheap Auto, The Good Guys or BWS that they should stem their Australia Day activities!
For what it’s worth, there’s wasn’t a single mention of Australia Day on social media this year from SupaCheapAuto, The Good Guys or BWS.
The mass-market brands we work with continue to work with us because we don’t just tell them what they want to hear. This is the reason they choose us – we are thinking five years ahead about what Australia will look like, rather than speaking from personal opinion.
P.s. There are very few people named Richenda in pretty much any suburb in Australia…
Hi Paul, our data insights were pulled from social media monitoring, news coverage, political statements, past and expected turnout to protest events, and research into the past five years of major Australian brands’ treatment of Australia Day in their social media posts.
I can only assume Mr. Salt was speaking around how individuals choose to mark the date. What seems to have gotten lost is that this article is intended to advise how brands engage with the day—not how individuals should conduct themselves.
While I agree that there is not yet a “groundswell”, the conversation has grown exponentially over the last three years, and future-thinking Australian brands would be foolish to ignore that reality.
You mean when we become a republic we should change the date? Good idea! But the point of this article is to warn marketers / brands of the pitfalls of ‘siding’ and esp of siding with Jan 26th as there are many people (think indigenous and many others) who are not Surry Hills hipsters who see the 26th as invasion day.
@M&M, In the Australia Institute poll they found:
56% of Australians don’t mind on what date Australia Day is held.
49% said Australia Day should not be held on a day which is offensive to Indigenous Australians.
And only 38% correctly identified the landing of the first fleet as the origin of the day.
I don’t think it’s fair to say the “overwhelming majority” are stuck on celebrating Australia Day *specifically* on the 26th.
I was in Tamworth Shoppingworld in the run-up to Australia Day. As you entered, there was a very large Australian flag facing you. On the reverse was an identical flag but facing the other way, so whichever direction you were coming from, you still saw the flag correctly displayed. Once you got to the food court outside Woolworths, there was another very large Australian flag hanging overhead. I think the Commonwealth Bank and the other recalcitrants would be well advised to get back on board with Australia Day next year.
I certainly agree that a majority of people are positive or neutral toward Australia Day. But (as the Op-Ed points out) the considerable trends and data I’ve seen strongly indicate that there is a growing number of people uncomfortable with the date. That’s made clear by numbers tripling at “Invasion Day” events and growing online conversations and communities. If your metrics are primarily non-digital or based on your instinct/opinion, this will be less obvious.
Even your three examples—ANZ, Woolworths and Vegemite—did not mention Australia Day on Facebook, Twitter or Instagram this year. Each did in past years.
Because social is inherently a two-way platform, brands are considerably more careful and measured than on other channels, and it will be interesting to see if/when their avoiding Australia Day on social media carries over to other marketing channels in future years.
I would further assume that for national brands, understanding this topic further means they are avoiding it out of respect to their Indigenous staff members and customers. You may see this as a marginal topic in non-Indigenous Australia, but in our agency’s experience of working directly with Indigenous Australians and organisations that represent them, celebrating Australia Day is categorically not up for debate as a day to celebrate.
I agree that the 26th of January was probably not the best choice of date, but when it comes to history most days are an anniversary of something crappy that happened.
The day Woolies or Coles decide to back away from Oz Day is the time you know this is serious – right now it’s just a drizzle of rain in a latte cup.
Actually, multiple polls have found that most people are ambivalent at best about Australia Day being on the 26th of January, a “tradition” that dates way back to… 1994.
Per The Australia Institute, 37% think the current date is offensive and 56% don’t care when it is, “just so long as there is a national day of celebration”.
Might be worthwhile referring to the results from yesterday’s The Australian article (conducted by the Institute of Public Affairs) which seems to indicate that the overwhelming majority i.e. 70% of Australians are happy with the current date. Like El Craggio says its a trickle of people who feel strongly about the change, a vocal trickle…
The IPA’s poll was conducted with a host of leading questions that would exclude it from any serious sample of polling data, their bias shines through. Only a fool would trust the veracity of is polls.
FWIW the IPA also is skeptical of climate change, wants to get rid of the minimum wage, is funded by Phillip Morris and BHP, and works closely with the Liberal Party.
The Australia Institute Poll is very dubious research. The conclusion that Australian’s are ambivalent about the date of Australia Day misrepresents the data. The question they asked is agreement with the statement “I don’t mind when we hold Australia Day, as long as we have a day to celebrate being a nation.” (56%) which is not the same thing as ‘should the date be changed’ which is what was asked by research company Review Partners; ‘No, the date should not change’ (59%) and ‘I don’t care which day it is held’ (24%). Only 16% wanted to change the date.
Richenda…. did you really research this? How can you write an article for Mumbrella based on false assertions. 11% of people agree with you, that means 89% do not. What you are telling ‘brands’ is that you think they should be divisive and spoil the day for us all. This is something that the ‘Greens’ and others stir up every year and every year it’s ignored. Aren’t you tired of beating this drum? We are ONE in 2018 and we will grow every year to be better if people like you allow this to happen. In every society there are areas of great disappointment even after we give our money, billions, to help, it doesn’t always work but we try and most Australians ( yes all of us) are doing okay. I have worked in Aboriginal areas and I think I have the right to say to you that people like you are the problem not the solution even though you think you are! So remove your false halo and give your time to a more positive solution. Leave Australia Day alone.
The issue is not how many support it versus those who don’t. It’s what does your brand gain from overtly showing support as opposed to finding other ways to advertise. After all, “real Australia” was built on the back of stolen land worked by stolen people who had their wages stolen. Not great brand association there.
I agree. Our industry needs to rise above following the polls and trying to please the biggest audience.
No one is saying you should burn an Aussie flag on Facebook Live tomorrow, chill out, people are just asking you to re-think your stance.
More of the sadly increasing leftie rot on your e-mail. How about you stick to your knitting: important information about advertising and marketing etc.
This article is utterly pathetic. If you want to bring people together, why create divisive public debate that only an all-white and non-indigenous communist Greens party has brought into the spotlight? It’s much ado about nothing. You lose my respect entirely and clearly are arrogant declaring that you stand ‘on the right side of history’. Nazis would have said they were on the right side of history too – so think about that.
If Australia was truly ‘invaded’, there would be no Aboriginals today. It was settled. There is a big difference. Do the Brazilians forgo any national celebrations and reject their Portuguese heritage? Do Argentinians, Colombians, Chileans etc. reject their Spanish heritage?
If we are such a horrible country, why do so many people want to come here?
What is up with this incessant declaration of war on western culture and how awful we apparently are?
You are the type of people who cause civil wars.
Read some history, rather than regurgitating nonsensical mass media fake news lies!
And if for whatever reason you still feel guilty, then leave Australia and head for the communist utopia you so crave in Venezuela or China and please do leave us in peace to celebrate this beautiful country.
Telling your fellow Australian to leave the country ‘if they don’t like it’ makes you the worst type of Australian there is.
Okay first of all, all those countries you mentioned have MULTIPLE public holidays celebrating the times when they told Spain/Portugal where to stick it. Argentina has a whoipping FOUR such public holidays. It seems they’re pretty keen on leaving their Spanish/Portuguese “heritage” in the past.
None of them have any public holidays marking the founding of a foreign colony.
Many of them do however, have Columbus Day, celebrating the European discovery of the Americas. A parallel for us might be a hypothetical Janszoon/Dampier/Cook Day, but nobody cares about that. Even then, Columbus Day faces similarly themed and fiercer opposition all across the Americas (even into the USA) and in South America, it’s frequently rebranded Dia de la Raza/Day of the Race instead, celebrating the richness of their racial and cultural diversity.
Australia was not “settled”. The British came here, saw people, and said (to themselves) “Welp, guess nobody’s here. This is ours now.” Then they took the land by force. I’m not sure what else you would call that. Complete genocide is not part of the definition for invasion. How many peoples were invaded by the Mongols that are still around?
Nobody is saying this is a horrible country. In fact it’s a pretty damn great country and nobody thinks we shouldn’t celebrate that. But it’s bizarre that we would celebrate when a foreign COLONY started doing horrible things. The Lucky Country is an apt name; we have experienced no devastating plague, no great famine, no foreign conquest, and no brutal dictatorship. That is, except for the indigenous population who have seen all of the above. And it all started with the arrival of the First Fleet.
So then you have to ask yourself: Does January 26 mark the creation of a country, or the creation of a colony?
Don’t use Australia Day to promote your brand – unless you are the founder and CEO of ntegrity
Top comment goes to you
I agree Wendy – completely hypocritical to score cheap publicity for ntegrity over Australia Day by advising other brands to disassociate themselves from Australia Day
Hi Wendy, Sarah and Winner. The point of this Op Ed was to warn brands that they should think twice about the way they choose to engage with Australia Day and show that there’s precedent for opting not to say anything. This is to protect their reputation, but also consider that saying something means they are getting political without realising it.
We have had this difficult conversation with brands we work with, and our team saw this is a conversation that was not happening on a national level, thought it needed to be.
For most brands, it’s not a discussion they want to wade into (and reading the personal comments made on this post about me is a good reminder why).
I can understand how, without knowing me or our agency, you could assume the worst. I would challenge you to understand who we are and why we operate before making that assumption. We’re based in Melbourne and I’m always free for a coffee, but if you’d prefer to stay anonymous, take a look at our Mumbrella Op-Ed on “why the agency model is broken” – it should give you a better insight into our intentions.
The Australia Institute survey is “interesting” in that reputable market research company Review Partners found the exact opposite; 59% do not think the date should change and 24% don’t care – only 16% want to change the date.
If you are going to base your marketing strategy on evidence rather than fear of social media, you would not choose to avoid Australia Day in comms.
The bigger issue is whether national holidays are really a good vehicle for marketing. People can get cynical and annoyed by ‘days’ being used for commercial advantage.
Hi Neil, Thanks for your comment.
My point wasn’t to suggest that a majority of Australians won’t celebrate Australia Day on the 26th. It was to point out to brands that there is a growing public debate, and that brands should be aware of it. That their decision to celebrate has become a political statement, often without them realising it.
In my work I try to approach these sort of questions with long-term strategic thinking: if (1) there is little to be gained by posting a “Happy Australia Day!” message (as is the case for most brands), and (2) there is a brand risk to this sort of messaging, and (3) the trend/movement is increasing over time, then it isn’t wise for brands to post the message.
You (and others!) are free to disagree on the three points above, but if one were to agree with those premises it would follow that they agree with my recommendation.
I disagree even more strongly. First of all let me say I am not Australian I am from New Zealand. Where even Waitangi Day (The day we commemorate the signing of the treaty of Waitangi between government and Moari) is a contentious issue – and I understand why. That treaty represents a union between colonists and indigenous peoples that many feel has not been upheld.
To contrast that against Australia where people seem to blindly celebrate a day of horrific trauma for an indigenous group whose existence is quite probably one of the first on this planet…Well the whole thing is quite unnerving and incredibly disrespectful. No one is saying ‘don’t celebrate Australia’ It’s a fantastic country and one I feel privileged to live in – But it’s also possible to acknowledge a huge historical wound and perhaps alter that celebration accordingly.
This is not about trivial things like ‘piccolos’ or ‘hipster beards’ it’s not even about being a ‘real’ Australian as you say. It’s about being a human being and showing understanding and recognition to a culture that has outdated your own by a mere 30 millennia.
You all seemed to have missed the point. Even poor Richenda (is that a colour?). Australia Day serves a very important purpose. More than it is given credit for. It is an empirical bookend in the Calendar and can never be moved. It’s so Australians know that they can stop working the day of Melbourne Cup and after Australia Day they have to go back to work. If you think it represents anything, you have missed the point.
The apology, change the date, change the flag, become a republic and similar issues all share the same attributes: virtually or actually no material benefits in exchange for sucking up gigantic “political bandwidth” that could be used to try to bring in policy that could have material impact. And yes, you have to choose between real and cosmetic, we all know that in reality there is only so much political oxygen going around at any one time.
Moving Australia day doesn’t help with indigenous incarceration rates, education levels, drug and alcohol abuse, languages going extinct, average life expectancy or any of the other, quite frankly shameful, real problems that exist in relation to indigenous Australians. Not one of these real problems are made better in any way by spending several years on a completely cosmetic day change debate. They require actual cold hard long term funding of real material programs; taxes levied or redirected from other use. That is what should be campaigned for but instead we will now endure a couple of years of political and twitterati air guitar on the date issue whilst all the real problems are not dealt with.
@Realchangeanyone – absolutely 100% spot on. Ask Indigenous leaders what they really need, and that’s what they’ll tell you.
Stop making us feel guilty for the actions of others that happened over 200 years ago.
No one can “make” you feel guilty Steve. Richenda is simply asking brands to consider how they engage with Australia Day.
Then why write:
But celebrating on the 26th — a day that marks the beginning of dispossession, violence and oppression of Indigenous people — is on the wrong side of history.
PC BS.
Some good points, Richenda. There’s an increasingly vocal opposition to Australia Day and brands would be running the risk of sparking unwanted conversations. I agree that there’s more risk in posting than not. I don’t think it would be missed.
If brands are going to go ahead with an Australia Day post, they’re going to need a risk plan on how to respond (if they respond?) and how they’re going to moderate their channels.
I mean, come on!!! This style of article promotes and perpetuates this ridiculous culture of hyper political-correctness and perfectionism that drains us all from our ability to be human.
Anyone who understands western political process, knows that the fundamental philosophies of the ‘right’ and ‘left’ are effectively the same… Individuals and groups tend to have different views on social and economic policy.
So don’t believe the hype!!! The quality of life for the average person today, is better now than it has ever been. No where in the world is this more pertinent than in Australia.
While no one agrees with the methods and violence of colonialist history, it’s becoming harder and harder to deny that culturally we (as a people) have learned a lot from our mistakes and progressed the quality of life of pretty much everyone around the world. While there is (obviously) still work to be done, Australia Day represents the achievements of progress and a culture which provides greater opportunities to it’s inhabitants than just about any other civilisation in recorded history. It’s always those that seem to enjoy the fruits of this progression most, that have some kind of guilt over the luxuries it has afforded them… Would be good (for a change) to see marketers embracing the opportunity to focus on the positive instead of constantly being concerned about offending a small group of the misinformed.
Progress is a two way street, and, the celebration of this ideal is just as important to the majority of Australians who believe in it.
Maybe the author should donate the money she spends on [edited under Mumbrella’s comment moderation policy].. The hypocrisy is yawn inducing.
Perhaps the majority of global businesses are no longer growing because they listen to advice from people who are obsessed with finding downside???
Just a thought.
Agreed!
No.
One opinion: That Australia Day isn’t about celebration of Australia, but about the glorification of invasion.
I, along with approx 89% of Australians, reject this view.
I take the view that Australia is an optimistic, cohesive country, then a day of celebration is entirely worthy and welcome.
All countries have had their ups and downs, their issues with indigenous populations, colonisation, racial chasms, and other divisions. Ours fewer than most.
If you really want, you can find fault in anything. It’s much harder, and far more inspiring, to find hope and construction.
The opportunity with Australia Day for deadshits is to mourn loss.
The opportunity with Australia Day for those of us who are more imaginative and creative is to use it as a means to paint a picture of an even better Australia. To promote the ideals of egalitarianism, mateship, inclusiveness and larrikinism that makes us a great culture.
I dare organisations to use that in a brief and use that to sell their brand. I reckon it might work.
Thank you Richenda for this article, I for one will consider this when purchasing or supporting an organisation that does not consider my fellow Indigenous people, many of which love our nation and all people.
Richenda, thank you for this. It is not about political correctness it is about knowing the market and not maintaining stubborn Euro centric worldviews that will destroy your business.
Good article.
But I’m surprised at the comments here for a bunch of marketers who should be able to wrap their heads around multiple viewpoints without bias.
Anyone saying this is PC BS, or claiming this article is poorly written or divisive maybe wake up to yourselves and understand that there are multiple viewpoints that brands should be aware of, depending on who you are looking to target.
Even if it is 10/20/30% of people, yes its a minority, but at a growing rate it will eventually become the majority, so maybe plan your brand for the future not just for the next 10 minutes.
PS- Change the date
Looks like the lefties are at it (again).
Great article Richenda. I will not be celebrating Australia Day on January 26, the date does matter and that date is wrong.
It may be worth asking the people who suggest that the date of Australia Day should be changed how much time they spent in the past ten years aiding the indigenous people they talk about with such verbal passion.
Booking in my NT family holiday – including requests for permits on indigenous land – as we speak.
PS The first Australia Day was held on July 30, 1915.
http://www.abc.net.au/local/st.....281586.htm
Undoubtedly, Aboriginals were the first Australians,with the Dutch and the French exploring our coastlines well before the English colonised our country. Australia Day is celebrated on 26 January and in my humble view, with respect to our history – the date should not change. What should change however, is the meaning and the nature of the day, much like the Gay movement protest marches which today represent a celebration of acceptance, instead of a protest. The history of the march, reflects the grow and social changes along the way. Australians shouldn’t shy away from the atrocities of our collective past. Changing the date, disregards our history altogether – to me, it’s obvious… Keep the date/Change the meaning!
This was really thought provoking and should get brands thinking also. Thanks again – a valuable contribution to the questions being raised about celebrating on this date.
Australia Day is a political confection as it was only gazetted as national holiday in 1994. And yes it was one of those Labor lefties – Paul Keating – that was in charge at the time. Yep the same leftie mob that all the right-wing loonies accuse of being PC for wanting to change it. Nincompoops.
My personal view is that January 26 does not symbolise the establishment of our nation, but the establishment of a penal colony – primarily for people who were of little means who were handed harshly unjust sentences of convict transportation. After that the rest of history, some of which is tragically unpalatable and oft unspoken.
Australia Day – This lady, Jacinta Nampijinpa Price, puts Australia day into perspective and says it with conviction and much more eloquently than I would.
Voices such as Jacinta Nampijinpa Price, an Alice Springs’ Councillor of both Indigenous and European decent, asserts that changing Australia Day won’t change history. She says “we celebrate on January 26 because it marks the beginning of what we now call Australia. We cannot change this fact. Aboriginal culture was never going to remain untouched by the rest of the world … Deciding to be offended does not foster resilience or free us from our past. We have far more pressing issues to address. Let’s lay our resentments aside to get on board together as Australians in the true spirit of reconciliation – to build a better future for us all.”
Read her article at: http://files.constantcontact.c.....69649e.pdf
There is no difference between Aboriginals and the rest of us. Race doesn’t exist, even though racism does. Science has disproven it as a concept (look it up). So why spend so much time focusing on what divides us, rather than what unites us?
Hi John, if you look at indicators like university enrollment, household income, employment, premature mortality, incarceration rate or self-reported mental health, you’ll find there is indeed a difference between our indigenous and non-indigenous population.
If you’re interested you can read more here: https://www.australianstogether.org.au/discover/the-wound/indigenous-disadvantage-in-australia/
This article should be called, “We Name The Guilty Men.”
I am an immigrant to Australia and have lived here for nearly 15 years. I can empathise with the first Australian’s. Did you know that first Australian’s were not all hunter gatherers as ‘history’ teaches you in your school curriculum and on your televisions. If you have time have a watch of this video, it might open your eyes to a snippet of the past.
https://www.youtube.com/watch?v=g2IrBoLbWU4&t=190s
Those ‘in power’ often write the news articles. Never forget that.
As for a national day – what a load of tripe. No need for nationalism, we are one. (The powerful who write the scripts are sh1t scared of the fact that we are one, so promote nationalism and national pride. This is, of course, to keep us obedient and of course to prevent us all from rising up to challenge the pathological hoarding disease, which they demonstrate.)
I find it difficult to believe that there’s any other date that will be acceptable given the nature of the celebration. Even if we choose 1 January (date of Federation), it will still be viewed as an acknowledgement of the landing of the British and the atrocities committed against the Indigenous people. It will still be called “Invasion Day”.
And how helpful is that, really? Look forward, rather than backwards, and let’s fix the real problems that Indigenous communities face day in day out.
The solution for how we celebrate Australia—other than acknowledging that the 26th is a controversial day—is beyond my area of expertise.Although the comments have gone in a different direction, my main reason for writing this was to warn brands that there is a growing public debate they should be aware of.
Seeing as more large Australian brands avoided mentioning Australia Day on social this year, I’m confident that this debate will continue to grow, and that many brands will choose not to take a position for now.
Why is 26 January such a ‘bad’ date to which the Greens and others wish to ascribe a negative meaning that didn’t exist a decade ago?
How can it be “Invasion Day” if it’s not actually the date the first fleet landed in this country?
How can it be “Invasion Day” if we have Native Title, which is only possible if land has been settled?
How can it be said that Aboriginals previously “owned” the land when that concept wasn’t recognised in their culture?
Which 11% percent of the population want to change the date? They could be a sizeable chunk of your market. So the point in the article is valid.
As far as the general change-the-date debate, a year after the first fleet arrived, 70% of Sydney’s aboriginals were dead from small pox. The final toll was two and a half million native deaths Australia wide. Small pox arrived in a doctor’s speciman jar on the first fleet on the date we ask their descendants to join us in celebrations.
Australia day needs no historical signifance.