Australians – voters and consumers - are putting themselves first, more now than in the past. It is a consequence of the COVID19 pandemic and cost-of-living crisis.
The implications are profound for the forthcoming Federal and state elections, and for businesses in the broader marketplace.
Motives are transactional in nature. Their actions and intentions focus on the tangible outcomes rather than on promises, policies, prices and promotions.
GET TO THE POINT
Better now is a hip pocket driver.
The crystal-clear message to politicians, political parties, business leaders and companies is:
Be Specific
TWO ISSUES, ONE WORD
A series of ten focus groups conducted in five mainland state capital cities during the period 14-31 January 2025 has identified, isolated and enabled analysis of two key issues and one word which will best set and influence the immediate agenda, determine decision-making criteria and provide the basis of key narratives. They are:
· COST OF LIVING
Fundamental is the wish for cessation of the “hurt” and “pain” being experienced and endured at the points of purchase and payment.
Expressions of empathy, understanding and sympathy by politicians and business leaders are not resonating. Participants in the attitudinal focus groups declared that statements were not addressing or resolving the issue and not fulfilling individual aspirations.
Mass media and social media advertising were not recognised as being appropriate or successful in endeavours to influence and change voting or purchase intentions.
· NOT MORE OF THE SAME
The word and concept of “change” have been compromised and marginalised.
A majority of focus group participants stated that they want an end to current philosophies, policies and practices.
The difference between “change” and “cessation” is significant. More of the same is, figuratively, terminal.
· UNCONDITIONAL
Electors and consumers alike want unqualified commitment and performance. Conditional and “subject to” provisions are unacceptable. Likewise, benefits and advantage need to be concrete and immediate.
Accordingly, minority government has little appeal to most participants and business offers which are dependent on interest rate reductions or other financial inducements will not effect immediate and sustainable decisions and transactions.
PARALLEL REALITIES
Significantly, the primary findings of the research have established a correlation between attitudes, perceptions, intentions and aspirations between the political and the consumption spheres.
THE CURSE OF INCUMBANCY
The long-established traditional belief in and contention of innate advantage from incumbency (in political office) and established loyal relationships in business have questionable and minimal currency in the prevailing economy and marketplace.
Indeed, a majority of focus group participants assigned, or could be influenced to assign cause and blame to personal life, financial and lack of aspirational circumstances to incumbent (Federal and state) governments and senior business management teams.
Major banks, insurance companies, supermarkets and public utilities were nominated as primary centres of concern.
Therefore, loyalty in such relationships was considered to have declined or was fractured. Widespread brand damage was evident.
The need exists for political and commerce leaders to distance themselves and their entities from recent and current circumstances.
THE MEASURE OF ACCOUNTABILITY
A significant finding from the expressions, beliefs and perceptions of participants was to unreservedly not accept assignment of blame to, and by competitors.
Winning an election or business in the present environment was not deemed to be a referendum, with little choice.
A seemingly agitated electorate contends it is not and will not be involved in or influenced by a popularity contest between relatively unappealing leaders. Similar sentiments were expressed about “ineffective” business leaders.
Self-interest, with immediate benefits, is a demanding criterion, which is, and will be applied by a significant minority of electors and a majority of consumers. That is, the need to address the question from targeted audiences:
What’s in it for me?
There is a widespread sense among people that they are not being listened to and that their needs are not being recognised. The forthcoming federal election is identified to be an opportunity for them to express their underlying and evident needs and expectations.
CONCLUDING NOTATION
This commentary is based on contemporary market research which draws parallels between the Australian political and commerce spheres.
Barry Urquhart
Research Analyst
Marketing Focus
M: 041 983 5555
E: Urquhart@marketingfocus.net.au