Woolworths may have tried to get on the front foot of their decision to no longer stock Australia Day merchandise, but as it turns out they might not have had to bother.

The news has been true water cooler fodder for more than a day now, but any expected outrage has largely been overshadowed by a general air of apathy.

QUT Professor of Marketing and Consumer Behaviour Gary Mortimer told Lachy and Will it’s just another step in an ongoing process of change.

“Perth has actually been at the forefront of this, with local councils all over the place saying they won’t be having fireworks and that type of thing,” Doctor Mortimer said.

Press PLAY to hear more about Woolies’ decision to pull Australia Day paraphernalia