Analysis #3: Purpose drives brand success
While Anthony Albanese will be the Prime Minister of a majority government, he leads a party that has attracted a lower primary vote than the party managed when they lost the 2019 election under Bill Shorten.
The joker in the pack this time around was a significant swing to the Greens and ‘teal’ Independents, who will make up one of the largest crossbenches in Australian political history.
Where previously there may have been an argument that these MPs represented small, inner-city electorates that weren’t indicative of broader national trends, the fact is this crossbench will be the voice of approximately ten per cent of the nation.
Any marketer worth their salt will recognise that number is a portion of the population to which we can assign national value.
As for what their presence in the lower house signifies, broadly it shows a clear national consensus that purpose matters – including the Uluru Statement from the Heart and action on climate change.
The vote swung against the rhetoric of the major parties in favour of a more connected and action-oriented narrative.
The creative messages used by the major parties were markedly negative and oppositional, focusing on how the other party would fail the electorate, as opposed to highlighting how they themselves would be a force for good.
Compare that to the teals and Greens, who focussed on talking up their own ability to make a difference, thus tapping into a growing groundswell of belief that action is not only preferable, it’s actually very achievable!
Learning: Greenwashing and hazing are unlikely to satisfy public opinion and communications need genuine alignment to purpose.
Free-spending brand campaigns utilising mass media can and do move the needle, if a little less readily than in the past. But six weeks is leaving it a little late. Clarity of positive message, backed by unambiguity of product, broadcast to the audience most likely to be influenced, underpinned by robust proactive but agile reactive strategy is more likely to win hearts, minds and wallets, and maybe next time, ballots.
Article originally published on Mi3.