The Labor Party’s internal review of its campaign strategies ahead of the 2025 election has underscored the challenges faced by the Liberal Party. Released on a Friday afternoon—a time often reserved for less significant announcements—the review provided insights into Labor’s successful acquisition of 94 seats with just 34.6 percent of the primary vote. It also outlined what the party must do to retain its majority.
Labor’s review noted that the contemporary political landscape increasingly resembles a series of localized elections rather than a single national contest. The report highlighted how the Coalition’s campaign was perceived as disconnected from voters’ concerns. It pointed out that many believed the Coalition’s messaging was ineffective, with significant criticism directed at its fluctuating work-from-home policy and its costly plans for nuclear power station construction.
Voter sentiment indicated a strong belief that the Coalition failed to offer credible solutions to pressing national issues. The review stated, “Post-election research showed voters felt that the Coalition was out of touch, ran a poor campaign and did not offer meaningful solutions to Australia’s key challenges.” It emphasized that the Coalition’s attempts to frame the election as a referendum on Labor’s previous term backfired, as voters instead wanted a clear vision for the future.
Labor’s strategy, in contrast, focused on presenting a choice between differing visions for Australia’s direction. This marked a notable shift from its prior campaign approach, which concentrated on criticizing the failures of former Prime Minister Scott Morrison. The review concluded that for Labor to secure a third term, it must prioritize the delivery of key commitments, including improvements in living costs, housing, healthcare, education, and infrastructure.
As ALP National Secretary Paul Erickson noted in a recent interview, the party’s strategy to enhance personal circumstances lacked complexity. Proposed initiatives included expanding access to essential services at a cost of $8.5 billion, reducing student debt by $16 billion, and facilitating home ownership through a 5 percent deposit scheme for first-time buyers. Research indicated these policies resonated strongly with voters, particularly the increases in bulk-billing and lower prescription drug costs.
Looking forward to the federal budget scheduled for May, the government aims to transition from transactional policies to a more reform-oriented agenda. Discussions are underway regarding the adjustment of capital gains tax deductions for investors as part of broader reforms. However, the persistent economic challenges, including rising inflation and increased interest rates, complicate this landscape.
The response from Anthony Albanese and Jim Chalmers to critiques of government spending reveals a heightened sensitivity to economic discourse. Their reaction to comments suggesting high spending and stagnant productivity are contributing to inflation highlighted the urgency of addressing these issues.
In the Liberal Party, a leadership change has introduced a renewed emphasis on fiscal responsibility, with Angus Taylor now steering discussions on economic management. Although the messages remain largely unchanged from previous leadership, Taylor’s fresh perspective may capture the attention of voters who may have overlooked earlier communications.
The political environment is inherently competitive, with public perception of incumbents often tied to the credibility of their challengers. Despite his mixed record as shadow treasurer, Taylor’s new role provides him with an opportunity to engage with voters on economic topics without the constraints faced by his predecessors.
As the Coalition works to regain ground lost in the 2025 election, it faces significant challenges. With economic issues likely to remain at the forefront, the opposition’s performance may depend on its ability to resonate with voters and reclaim support from disaffected constituents. The path to competitiveness in future elections, particularly the 2028 election, will require the Coalition to articulate a clear and convincing alternative to Labor’s vision for the nation.
