For decades, Australian Catholic University (ACU) has carefully crafted a brand that celebrates inclusivity, navigating the delicate balance between its Catholic heritage and a commitment to fostering a liberal, welcoming culture. It is a university known for blending tradition with progress, offering a safe space for diverse voices and backgrounds. However, in a matter of minutes, this reputation took a devastating hit.
During a recent graduation ceremony, the university made the questionable decision to hand over the prestigious graduation address to staunch conservative unionist Joe de Bruyn, whose speech condemning gay marriage and equating abortion with the greatest human atrocities in history led to a massive walkout. This moment meant to celebrate the achievements of the graduates, turned into a controversy that now overshadows the university's values of inclusivity and respect. Hundreds of students, staff, and families left the event, some in tears, others in disbelief.
How did one speech unravel decades of branding? And more importantly, what does this say about the delicate nature of university reputations and the consequences of careless decision-making?
A Graduation Ceremony Gone Wrong
Graduation ceremonies are traditionally a time for celebration, for academic communities to come together and applaud the hard work of their students. For many, this moment is a cherished memory, a culmination of years of dedication, and a bridge to the future. It is supposed to be a day of pride, inclusion, and shared achievement. But for ACU’s graduates, this celebration quickly turned sour.
Joe de Bruyn, former leader of the Shop, Distributive, and Allied Employees Association (SDA), was invited to give the graduation address after receiving an honorary doctorate for his contributions to workers, education, and welfare. While his contributions to labour movements may have warranted recognition, the content of his speech was another matter entirely.
Within minutes, de Bruyn launched into a controversial diatribe that attacked gay marriage and equated abortion to a death toll greater than World War II. For many in the audience, these comments were not only offensive but completely at odds with the spirit of the event. Staff, students, and families alike began filing out of the room, unable to stand by as the speech unfolded.
A Blow to ACU’s Carefully Built Image
ACU has spent millions of dollars over the years cultivating an image of inclusivity and open-mindedness, balancing its Catholic roots with the needs of a modern and diverse student body. This is a university that serves a wide array of students—Catholic and non-Catholic, religious and secular, conservative and progressive—and prides itself on creating an environment where everyone feels safe and valued.
Inviting de Bruyn, a known hard-line conservative, to deliver a speech on such a sensitive day seemed, at best, a miscalculation. But at worst, it reflected a deep disconnect between the university’s administration and its broader community. For an institution striving to be seen as inclusive, the speech was nothing short of a body blow to its reputation.
While de Bruyn’s views were framed as personal opinions, the fact remains that ACU gave him the platform to air those views, lending them a veneer of institutional approval. The fallout was swift, with students and staff publicly condemning the university’s decision. Protesters have called for apologies, a repudiation of de Bruyn’s views, and even the revocation of his honorary doctorate. In a world where reputational damage can spread quickly, ACU’s decision to allow such a divisive figure to take the stage has already harmed its public image.
Freedom of Speech or Institutional Responsibility?
The situation raises an important question: how do universities balance freedom of speech with their commitment to providing a safe and respectful environment for all students and staff? On one hand, institutions of higher learning are meant to be spaces where a diversity of ideas can be shared and debated. On the other hand, when those ideas come across as harmful or exclusionary, especially on such an important day, the institution bears responsibility for the impact of those words.
In this case, the consequences were predictable. De Bruyn’s conservative views have long been public, and the decision to give him such a prominent platform at a graduation ceremony—a time meant to unify rather than divide—was clearly a misstep.
While some may argue that de Bruyn was simply expressing his right to free speech, it is essential to remember that freedom of speech does not come without consequences. Graduation ceremonies are not the appropriate venue for inflammatory and divisive rhetoric, especially when it comes to issues as sensitive as LGBTQ+ rights and reproductive freedom. ACU’s failure to anticipate the reaction from students and staff speaks volumes about its disconnection from the modern values it claims to uphold.
The Importance of Inclusivity in Modern Education
The reality is that today’s universities must prioritise inclusivity if they are to remain relevant in an increasingly global and diverse world. Higher education is not just about academic instruction; it is about creating environments where all students feel valued and respected, regardless of their background, beliefs, or identities. This is particularly crucial for institutions like ACU, which attract students from varying faiths, cultures, and communities.
ACU’s Catholic heritage is an important part of its identity, but it has worked hard over the years to position itself as a place where religious values and progressive inclusivity can coexist. This reputation is why so many were shocked by the decision to allow de Bruyn to speak. To many, his comments not only tarnished the moment but cast doubt on ACU’s long-standing commitment to inclusion.
Students who attend ACU expect to be part of an institution that respects their choices, their identities, and their perspectives. When a university fails to deliver on this promise, it risks losing the trust and confidence of its students and broader community. For ACU, which has spent decades building that trust, the damage may take a long time to undo.
Can ACU Rebuild its Reputation?
Reputation is hard-won but easily lost, and ACU now faces an uphill battle to repair the damage caused by de Bruyn’s speech. The call for action from students and staff is clear: ACU must issue a formal apology, distance itself from de Bruyn’s views, and make concrete steps towards rebuilding its inclusive image.
This incident is a stark reminder that universities cannot afford to be complacent when it comes to their public image. Decisions about who speaks at graduation ceremonies, who receives honorary awards, and what messages are broadcast to students carry significant weight. Failing to consider the impact of those decisions on the broader community can lead to exactly the kind of fallout ACU is now experiencing.
In an increasingly competitive higher education market, where diversity and inclusion are key factors in attracting students, institutions like ACU cannot afford to alienate their community. It will take time, effort, and sincere action to rebuild the trust that was lost in those few minutes of a graduation address. But with the right steps—acknowledgement, accountability, and reform—ACU may be able to recover from this setback and continue its mission of serving all students, not just a select few.
A Cautionary Tale
In the end, ACU’s experience serves as a cautionary tale for universities everywhere. In an age where social values are rapidly evolving, institutions must stay attuned to the needs and expectations of their students and staff. The choices universities make—whether about who speaks at events, who is honoured, or what messages are conveyed—can have long-lasting impacts on their reputation and success.
For ACU, the lesson is clear: in the pursuit of academic excellence and Catholic values, the university must also remember to put inclusivity and respect at the heart of everything it does. Only then can it truly fulfil its mission in the modern world.
