Liberals must ‘reframe’ their messaging as young voters form large demographic

The Liberal party’s messaging needs to resonate with young people as there has been a “total shift” in Australia’s voter demographics since 2011, says Liberal candidate Freya Leach. “In 2011 baby boomers made up 53 per cent of votes in New South Wales,” Ms Leach told Sky News host Cory Bernardi. “Today they make up roughly the same proportion of voters as Gen Z and millennials so that shifting demographic is something we really have to grapple with. “Part of the challenge we experienced this election was that our key message of good economic management is really hard to get to resonate with young people because nobody under 35 has actually been in the workforce during a recession. “So when you say, oh don’t risk Labor – well they don’t actually understand what a poor economy would really look like. “So in our messaging, we need to be reframing it in a way that actually resonates with young people – it needs to be emotive, it needs to be value-based and we need to show them what the risks would look like rather than just telling them not to risk Labor.”