The trouble for corporations in our increasingly binary society is that if you don't climb on the populous boat, you are automatically slagged as a villain. While I don't agree with this at all, for the same reasons as mentioned, if a corporation does not side with the vocal minority, the mudslinging that it's because they are a racist/bigot/misogynist (insert appropriate slur) is too damaging to ignore. There is no longer any grey areas in debate these days. You are for us or are the enemy. It's no longer safe for a corporation (or anyone for that matter) to say they do not, or should not have an opinion. If they do not, then why not, and God help them it they have the wrong one (according to the aforesaid very vocal minority).
we believe....will help close the gap for First Nations people in important areas like health, education and employment
Who's "we"? Perhaps AJ can make a personal philanthropic contribution towards some of these lofty ideals from the many millions he's gained from his tenure at Qantas. That may actually do something. Perhaps QF group can offer cheap travel to indigenous people travelling to areas to gain access to those important things like health, education and employment? But of course, basing things on race would be discriminatory, and you can't do that......oh, wait.