Source: Sydney Morning Herald

What Role Should Brands Like Qantas Play In Politics?

Qantas has thrown its support behind the Yes campaign for a Voice to Parliament. The airline has campaigned on Indigenous matters in the past but they are also vocal supporters for the LGBTQI+ community.

In fact, the CEO Alan Joyce was a key figure for the Yes vote on marriage equality in 2017. Joyce is also vocal about being openly gay, so given this history, the support didn’t come as a surprise.

But it does not always go this way for brands. Just recently, Bud Light faced backlash after featuring TikTok star Dylan Mulvaney in a social media video. Sales plummeted as Conservatives called for a boycott. But did Bud Light hold their ground? In short, no. They responded by saying they would shift their focus on to campaigns promoting sports and music. Dylan Mulvaney also said she had been bullied and stalked following the controversy and that Bud Light had not reached out to her.

On today’s episode of The Briefing Antionette Latouff sits down with Creative Director and Labor Strategist Dee Madigan to discuss the ways brands play in politics.

“I think people respect Companies or people who take a stand even if they don’t believe in them, what people don’t like is people who stand for nothing or who flip flop according to public opinion.”