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It's not just cricket: Australia Day isn't the commercial winner it used to be

  • Written by Sarah Duffy, Lecturer, School of Business, Western Sydney University

Australia Day used to be an obvious and uncontroversial occasion for brands to endear themselves to Australian consumers. No longer.

There has been a decided shift over the past decade in commercial attitudes to January 26, acknowledging the problematic nature of the date’s choice as our day of national celebration to our First Nations.

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