2017 was the year that the politicisation of brands went mainstream in Australia.
Qantas, Meat and Livestock Australia, the AFL, ANZ and many more brands invested heavily in political messages. Their positions invariably complied with an orthodox progressive agenda. This agenda enforces a “Zone of Acceptability” on the brands that wish to play. Within it, brands can take up any hot-button issue – gender equality, marriage, Australia Day and so on – so long as they signal their progressive credentials.
Firmly within the Zone of Acceptability, Qantas led the corporate drive in support of same-sex marriage. ANZ Bank lent its support with long-running GAYNZ campaign, while the AFL changed the logo at its headquarters to a prominent “YES”. These were the most visible of over 800 Australian brands that supported Australian Marriage Equality.
Meanwhile, with its annual lamb campaign, the Meat and Livestock Board flew the progressive flag with Zone-friendly stances on
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