Qantas CEO Vanessa Hudson is now a nation’s divider.

Arrogance, stupidity, and an overwhelming level of hubris must run deep through the executive team at Qantas.

The spirit of Alan Joyce and not Australia, remains well and truly alive at Qantas.

Amid all the negative publicity about an airline out of touch, delivering poor customer service riddled with a litany of other significant issues it has, Vanessa Hudson, in only 48 hours as Qantas’s el supremo, has neither heeded or listened to Australians and its critics.

The poison chalice she’s been handed like a relay baton, has not only been passed down, but it’s been accepted with all the enthusiasm a relay runner would have. But she’s not stumbled, she’s fallen.

Rather than work to address the issues Qantas faces and commence rebuilding its image, Hudson’s just carried on as though Joyce would have – blind and ignorant and existing in an echo chamber of stupidity.

And whoever her advisors are, must be sacked. Rather than advise her the move was fraught with disaster – their first PR push was a massive failure.

However, that shouldn’t surprise anyone, given what Qantas has been delivering for a number of years now – obviously the advice is reflected in Qantas’s performance.

But Hudson today, became rather than a unifier of Australians, a divider of the nation.

In a decision that is remarkably stupid and ignorant, Hudson has exhibited what many Australians have voiced about the Voice to Parliament and how it would divide the nation.

In one move, she has done more to discredit the Yes campaign than enhance it.

Today, Hudson thought it would be a great PR move to offer free flights to individuals who supported a particular political issue—and not extend the same offer to those who opposed it.

The highly publicised offer was an attempt to build goodwill and positive public relations for the airline, which has been struggling with various challenges.

By offering free flights only to those on the "Yes" side of a contentious public debate, Hudson has exacerbated divisions within Australia.

"While it's understandable that corporations want to be seen as socially responsible," notes Professor Diana Moore, a corporate governance expert at the University of Sydney, "taking sides on a polarising issue without thorough consideration of the ramifications is risky and has evidently backfired in this instance."

Hudson’s announcement has led many to question her judgement and ability to guide Qantas through the complex landscape of global aviation.

Is this the kind of divisive and partisan leadership we can expect from Hudson?

Shareholders are also questioning the decision, both in terms of ethics and business strategy.

Offering free flights, even as a public relations move, has a cost, and that cost is ultimately borne by shareholders.

Qantas has already been dealing with financial constraints, so it's puzzling why she would make a move that doesn't seem to support fiscal responsibility or inclusiveness.

It's fascinating why an incoming CEO would start their new role by creating a divide among potential customers and even among the shareholders.

It does nothing to reinforce confidence in Hudson's leadership.

This incident is the latest in a string of controversies for Qantas. Over the last few years, the airline has faced several lawsuits related to worker’s rights, along with criticisms about its pandemic management measures. These controversies have tarnished the brand's image, making Hudson's role in revitalizing the airline even more daunting.

Instead of making a neutral start, she has kicked off with a move that further strains Qantas’s standing in the public eye.

For other corporations watching, Hudson's early misstep serves as a warning. Business leaders looking to wade into social or political issues must consider the broader implications and how such decisions can affect various stakeholders, from customers to shareholders.

As Hudson officially assumes her role as CEO, it remains the jury’s out whether she can recalibrate her approach to leadership and steer the airline toward a more inclusive and profitable future.

This major misstep has not only cast doubt on her ability to mend the Qantas's fractured reputation but also leads to questions about her understanding of the complex, diverse roles a CEO must navigate in challenging corporate environment.

Qantas is now a company with a poor past and an uncertain future, and its early stumble foreshadows a turbulent flight ahead under its new leadership.