I don't see why it is inappropriate for businesses to pursue social policies if those are the values that the board and CEO develop and are supported by the shareholders.
The problem is that it doesn't meet community standards and expectations. QANTAS is a business and not an aviation arm of get-up. The CEO's vote is worth 1, exactly the same as everyone else. If he wants to be the champion of social engineering he should resign and try his hand at being elected as a politician on that platform.