Federal Election Reflections: Too much change?
Seven Word Summary: Elections bring change, regardless of voter sentiment.
People often say that they want change, particularly when things are tough and expensive, but do they really?
Australia’s Federal election in May 2025 saw an overwhelming vote for the incumbent which, by definition, means more or less of the same. I note that inflation as a macroenvironmental trend will likely continue to come down, and thus costs won’t keep rising; people would not vote for more of that same.
On the whole, though, why did the global trend of dumping incumbents finally break in April (Canada) and May (Australia) of 2025?
I think it’s too much change; people are feeling overwhelmed by uncertainty. Maybe it’s easier to manage uncertainty about how much will be left over every fortnight, if you can at least be somewhat certain of what’s what and who’s who in the world. When you have uncertainty in the micro and the macro, people will revert to ‘the devil they know’. Another note here is that I am not inferring that the Australian Labor Party and/or Anthony Albanese are a devil.
My hunch is that, had the Australian election been held even two months earlier (perhaps even prior to ‘Liberation Day’ on 2 April), the Liberal National Party and Peter Dutton might not have been the victims of circumstance that they ended up.
That is not to say that a party that loses an election in the manner that the Liberals did should not engage in deep introspection; of course they should. It would be too easy, and irresponsible, not to take ownership of the situation they are in. However, just as things are never as bad as they seem, things are also never as good as they seem. Labor should take note to not get too comfortable; winning campaigns can also be critiqued.
Introspection is defined as an examination of and attention to your own ideas, thoughts, and feelings. Important, of course, but also inward looking. Looking outward is as important; what do people want, how are they feeling, and are you on the pulse of the mood or vibe in the country? Is what you’re doing meeting their needs, or yours?
Looking both inward and outward together, making sure one fits the other, let’s you take ownership, while also letting you understand what you can and cannot change or influence in the external environment.
If one of things is people fearful of too much change, don’t promise it. Back to the centre-stage or off to the right?
About the Author
Dr Paul Harrigan is a Senior Consultant at Seven Patterns.
Paul is also an Associate Professor of Marketing, with research published in over 50 international journal articles and books.
His expertise in digital marketing, specifically social media marketing, has seen him work across the UK, France, Australia and the UAE.
Paul brings a wealth of knowledge and industry experience, with a passion for helping organisations unlock the power of digital marketing.
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