Qantas 2023: How a National Brand Lost Public Trust

In one year Qantas faced the ACCC over 'ghost flights', lost a High Court case on the illegal sacking of 1,700 ground crew, paid roughly $100M in penalties, and saw its CEO leave early. The cause wasn't one decision — it was many, stacked over years.

This case study is part of the Stokowski Advisory Insights series — essays and case studies on accountability, commitment, communication, and trust, drawn from real engagements with founders and leadership teams.

Read more essays and case studies in the Insights archive, or start a confidential conversation about the decisions in front of your leadership team.