Is Great Northern beer company going ‘woke’? The boycott that’s brewing

In a world where every brand seems to be aligning itself with a cause, the line between genuine corporate social responsibility and perceived ‘wokeness’ can sometimes become blurred. This is the crux of the controversy that has recently enveloped the Great Northern Brewing Company, an Australian beer brand that found itself at the centre of a heated debate over its latest campaign move.

The campaign in question, ‘Outdoors for a Cause’, was designed to raise funds for the acquisition and protection of land to be added to national parks, in partnership with the non-profit organisation Foundation for National Parks and Wildlife. While the initiative may seem noble to many, it sparked a significant backlash from a segment of the brand’s consumer base.

Great Northern’s ‘Outdoors for a Cause’ campaign aimed to protect national parks, but sparked backlash from outdoor enthusiasts concerned about restricted access to recreational areas. Credit: 4wd TV / Facebook

The uproar was led by a Facebook group called 4wd TV, which caters to outdoor enthusiasts who enjoy activities such as camping, fishing, four-wheel driving, and hunting—pastimes that are often restricted in national parks. The group’s concern was that the campaign’s funds would inadvertently lead to more state parks being converted into national parks, thus limiting access to their preferred recreational activities.

‘In an absolutely disgraceful move, Great Northern Brewing Co. has gone woke with a campaign to help get us locked out of forests!’ 4wd TV exclaimed on Facebook, rallying their followers with a call to action: ‘Let’s save our State Forests! No more National Parks.’

The group’s members and supporters took to social media to voice their discontent, with some going as far as running over cans of Great Northern beer with their vehicles—a symbolic gesture of their boycott. The hashtag #boycottgreatnorthern and #rememberbudlight began to circulate, drawing parallels to a similar boycott of American beer Bud Light, which faced criticism after partnering with transgender influencer Dylan Mulvaney.

In response to the backlash, Great Northern’s head of marketing, Zac Gelman, announced that the campaign was ‘paused’ and that the funds raised would no longer be used to purchase land for national parks. Instead, the donation would be redirected towards the preservation of endangered species—a move that may be more palatable to the brand’s outdoor-loving clientele.

‘Our donation to the Foundation for National Parks & Wildlife will now not be used to buy land to add to national parks. Our donation will instead be used for the preservation of endangered species,’ Mr Gelman clarified.

Simon Christie from 4wd TV expressed pride in the influence his group wielded over the beer company’s decision, citing the ‘overwhelming impact’ they had on Great Northern’s campaign direction. ‘It’s the old go-woke, go-broke thing,’ Mr Christie said, reflecting a sentiment that has become increasingly common in today’s polarised consumer landscape.

As the Great Northern controversy settles, it’s clear that the discussion around corporate activism continues to evolve. This situation serves as a reminder of the influence consumers have in shaping brand direction.

Have you ever reconsidered your support for a brand due to its campaign? Do you think companies should engage with social issues, or focus on their core business? Share your thoughts in the comments below—we’d love to hear your perspective on balancing business with social responsibility.

Also read: Cheers or tears: Will the beer tax destroy Aussie pubs?

Abegail Abrugar
Abegail Abrugar
Abby is a dedicated writer with a passion for coaching, personal development, and empowering individuals to reach their full potential. With a strong background in leadership, she provides practical insights designed to inspire growth and positive change in others.

3 COMMENTS

  1. Best companies stick to business because whatever social activities they engage in will please some and upset others. The only exception to that is sports sponsorship which is usually pretty safe although they would need to avoid any association with transgender agendas.

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