Controversial Holidays: Bold Move or Marketing Misstep?

Australia Day was originally introduced - largely by the Australian Red Cross - as a way to encourage the community to contribute to the war effort. The idea was to create a fund that would assist returned soldiers. The date chosen for this very first Australia Day was July 30 1915. [source]

 

Today, as the nation traditionally sways in the colours of Aussie pride, it's also a day that's become a lightning rod for controversy. 

Some heavy-hitting businesses and organizations are very publicly reconsidering their stance. Why the sudden hesitation? Is it a genuine concern about the fallout from taking a position on controversial holidays, or is it a strategic move to dodge potential backlash?

But it's not just Australia Day that's causing brands to break into a marketing sweat. Are we venturing onto shaky ground, or is there a stroke of strategic genius in play?

In the unforgiving world of marketing, where perception reigns supreme, the old saying, "any publicity is good publicity," doesn't always ring true. In fact this is probably one of the only old "mad men" marketing phrases that hasn't been carried through to modern day. Controversial holidays can swiftly turn a well-intentioned campaign - or even a simple one off social media post - into a public relations nightmare that can last much longer than the day itself.

While some holidays might pose moral and ethical challenges, there's a plethora of celebrations that can still give you plenty of room for some marketing creativity. Take a look at some universally positive days like Mother's Day, International Women's Day, or even quirky celebrations like World Book Day or World Emoji Day. These can offer you a chance to engage without the fear of backlash. But, as with all marketing, it's still a game of wise choices—aligning correctly for your brand without overusing and diluting the message.

Before making a choice one way or the other, you really have to scrutinize your values, understand your audience, and weigh all the potential consequences.

Strictly speaking, you need to ask yourself - "Is it worth it? Is it me?"

Taking a stand might earn respect from certain demographics, but it's a risky move that can alienate others. It's a razor-thin line, and as the landscape of public sentiment continues to shift, businesses must tread carefully, recognizing that their marketing choices may resonate long after the festivities have ended.

So, do you Stand or Sidestep?

The answer lies in your brand's values, your audience, and the delicate dance between authenticity and controversy. It's not a decision to take lightly. Standing up for what your brand believes in can earn you admirers, but it also opens the door to critics. On the flip side, choosing to sidestep controversial holidays may keep you out of hot water, but it can also make your brand seem indifferent or disconnected.

In a world of heightened social consciousness, every move is magnified. The public is watching, and they're not just consumers; they're critics, activists, passionate individuals, and they can be very vocal.

What your brand says and does matters, not just today but in the longevity of your reputation.

So, whether it's Australia Day or any other potentially controversial celebration, the key is a thoughtful approach. It's not about following the crowd blindly or avoiding every potential minefield. It's about understanding your brand, your values, and the pulse of your audience. It's a strategic dance, one that requires bold moves and careful steps, all while keeping your eye on the possible long-term impact.

So, as the debate rages on and businesses weigh the risks, one thing is clear—making the right move requires more than just marketing prowess. It demands an understanding of the times we live in, a genuine connection with your audience, and the courage to stand by your brand's principles, even in the face of controversy.