Woolworths’ backflip on Australia Day has been criticised as “qualified support”.

Professor of marketing and consumer behaviour at Queensland University of Technology Gary Mortimer notes Woolworths is only selling Australia Day merchandise on the Big W website.

“Australia Day … has become a divisive topic, unfortunately, you’ll find all the research shows somewhere between 50 to 60 per cent still support Australia Day, still want to celebrate Australia Day,” he told Tony Jones, filling in for Tom Elliott.

Press PLAY to hear his take on Woolsworth’s backflip

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