Matt Barbelli from Wonderful: “What Story Is Your Brand Telling This Australia Day?”

By Matt Barbelli, founder and director, Wonderful Digital.

Australia Day: the date that sparks conversations, debates, and, in recent years, some awkward marketing meetings. For brands, the 26th of January has shifted from a straightforward celebration to a cultural touchpoint requiring careful consideration. In an era where customer experience (CX) goes hand-in-hand with brand values, your approach to Australia Day says a lot about your business.

CX Isn’t Just Interfaces – It’s Values in Action

Today’s customers demand more than good products and shiny websites; they’re looking for brands that reflect their values. A recent report found that 71% of consumers prefer to buy from companies that align with their personal beliefs. So, what does your brand’s Australia Day story say to your audience?

The public conversation around Australia Day has evolved. For many, the date represents unity and celebration, but for others, it marks the beginning of loss and displacement for Indigenous Australians. It’s a complex narrative, and as a brand, your response can either connect you with your audience or alienate them entirely.

Where Brands Go Wrong

Some brands approach Australia Day with a safe and easy playbook: BBQ-themed ads, Aussie slang, and a sprinkling of Southern Cross imagery. But in 2025, that feels tone-deaf and out of touch. When CX leaders talk about being customer-centric, they mean understanding the full context of the communities they serve. Ignoring the complexities of the day can come across as indifferent or even dismissive of the broader cultural conversation.

Take, for example, brands that have gone quiet around Australia Day. This isn’t about opting out of the holiday altogether, but rather recognising the nuanced way Australians feel about it. By doing so, these companies have aligned their messaging with the growing public sentiment without isolating those who still see the day as significant.

How to Craft a Meaningful Story

1. Understand Your Audience: Use data, surveys, and social listening to understand how your customers feel about Australia Day. Are they celebrating, reflecting, or ignoring it altogether? Your CX strategy should be informed by their preferences and behaviours.
2. Reflect, Don’t Exploit: Focus on stories that unite and educate rather than divide. Highlight Indigenous voices, celebrate the diversity of modern Australia, or contribute to causes that matter.
3. Be Authentic: Customers can spot insincerity a mile away. If you’re donating to Indigenous causes, explain why. If you’re choosing not to celebrate Australia Day, be transparent. This isn’t a time for empty gestures but for meaningful action.
4. Activate Your Team: Ensure your internal messaging matches your external stance. Employees are your most valuable brand ambassadors, and if they feel alienated or ignored, your customers will pick up on it.
5. Think Long-Term: A one-off social post won’t cut it. The way you approach Australia Day should fit within your broader CX and brand strategy. If inclusion and understanding are your goals, let this be a consistent theme in your customer interactions.

Brands Getting It Right

Consider how some businesses have reframed their Australia Day messaging. Retailers opting to highlight Indigenous designers or donating profits from the day to First Nations organisations are sending a clear message: we see you, we hear you, and we’re part of the conversation. Even brands that simply acknowledge the complexity of the date—without fanfare or token gestures—often earn customer respect for their humility and awareness.

The Opportunity for Connection

Australia Day presents a unique moment for brands to demonstrate empathy, awareness, and leadership. It’s no longer about jumping on the holiday bandwagon but about navigating it thoughtfully and authentically. What story is your brand telling this year? Will it resonate with your customers or leave them scrolling past? In the world of CX, where every interaction shapes the perception of your brand, this is a story worth getting right.