South Australian brewer Coopers learnt the hard way this week that business and sensitive political issues do not always mix. The backlash from some of its customers over a Bible Society-backed internet video discussing gay marriage forced the company to apologise for the marketing exercise gone horribly wrong.
More than 30 of the country's most high-profile chief executives have now become embroiled in a political storm for expressing their personal view that it is time to legalise same-sex marriage. Unlike Coopers which has since apologised for the video, the chief executives knew what they were getting into when they backed a campaign which has raised the ire of conservative politicians.
Immigration minister Peter Dutton has savaged the business leaders for jamming "politically correct views down our throats".
Big business has spoken up on the issue before but this is the biggest unified campaign by chief executives to date.
Their message is clear. They want the government to deal with an issue they believe is hurting Australia's reputation, and indirectly their businesses, and get on with running the economy.
Chief executives from three of the big four banks, listed giants like Wesfarmers, AGL Energy, Telstra, Qantas, super funds, accounting firms Deloitte and PwC and sporting bodies like the NRL are all on board. Backers include Business Council of Australia chief executive Jennifer Westacott and Australian Super chair Heather Ridout. The cross-section of industry represented is as diverse as the workplaces they want to create.
The campaign puts the spotlight on whether big business should have a role in the gay marriage debate or any other social issue. It seems to be acceptable for chief executives to support gender or racial diversity. But wading into messy political debate on marriage equality seems to be another matter entirely.
For many, it is potentially risky speaking up on a contentious social issue. Telstra found out the hard way last year when it backflipped on the issue following pressure from the Catholic Church, a key customer, but annoyed so many of its customers that it rejoined the campaign. Some are privately nervous about the potential backlash to their organisation from customers and politicians opposed to gay marriage but feel so strongly about the issue they want to be on board. They make it clear it is their personal opinion made voluntarily although it is easy to interpret their opinion as representing an entire company.
The fact they are sending out a collective message to Canberra is important.
Big businesses has a role to play in social reform and these are powerful men and women employing tens of thousands of people who should be able to speak freely on the issue.
Janine Middleton, a former senior executive with investment bank JP Morgan in London, was chosen to spearhead the Marriage Equality Australia campaign because she understands big business. She candidly describes herself as a: "Catholic, Liberal-voting, pearl-wearing, leafy North Shore-living person."
However, after managing large teams in the conservative investment banking world, Middleton became fed up seeing colleagues who were "editing" their own lives at work because they felt they had to keep their sexuality secret. In one case, a colleague she had become good friends with tried to hide her gay relationship even when she was on her death bed with cancer.
Middleton believes corporate Australia has a duty to play in the debate because it is a powerful conservative voice which can potentially sway the Coalition on the issue.
Business leaders with the backbone to speak up on the issue, even when they risk flack from their customers, should be commended. They are equally entitled not to join the campaign either. Reflecting on Dutton's comments on Thursday, one executive noted there was no complaint from the government when business leaders joined forces to support the Coalition's proposed cuts to the corporate tax rate.
michael.smith@fairfaxmedia.com.au
