SQREEM Cognitive AI Analysis Debunks Voter Stereotypes ahead of Federal Election

SQREEM, a leading Cognitive AI company specializing in delivering audience intelligence, by understanding, mapping, and predicting human behaviour, analysed Australian’s interests and behaviours in relation to the upcoming election to understand what policies and issues matter most. SQREEM then profiled any differences between Liberal, Labor, and Greens voters, and found that there is little difference between the major parties.

Gone are the days where you could easily profile Australian voters based on the party they support; Liberal voters were “centre right” and conservative, Labor voters were seen as more “centre-left” and progressive, and Greens voters were more “far left” with a core focus on the environment. 

This year sees the first time where it’s impossible to profile based on policies of importance and interest among supporters of these three parties. 

Current world events such as political unrest, as well as the rising cost-of-living, and the influence of major technology organisations in society have shifted what will win votes in Australia. This won’t be a simple election, with lines being blurred as to what each major party stands for.

The latest YouGov poll has both leaders within a percentage point of each other - Peter Dutton (Coalition) on 49.8% and Anthony Albanese (Labor) leading slightly on 50.2%. It’s anyone’s race at this stage, so it’s vitally important for each party to understand what will win votes and get them across the line.

So, what will win votes in this election? We looked into the online interests and behaviours of 5.7million Liberal voters, 7.8million Labor voters, and 3.9million Greens voters to find out.

Liberal Voters

There has always been a perception that those who vote Liberal have a strong stance on immigration and the economy, mostly due to the leaders of the Liberal party being very vocal in this space. 

For previous elections, the Liberal party has always led with a strong immigration position, such as Tony Abbott and his “Stop the Boats” political slogan in 2013. Today, Dutton is promising to revoke the visas of dual citizens should they commit a crime. Being tough on immigration in the past has won elections, in particular post 9/11 and the threat of terrorism. However, do these strong immigration policies actually match what Liberal voters are seeking? No. While immigration rates in the top 10 of interests for Liberal voters, it falls in the 10th spot, highlighting there are 9 bigger issues in the spotlight for Liberal party voters. The results show a strong inclination towards social and environmental issues, with a particular emphasis on social welfare programs, education, tax, climate change action, and regional interests.

Interestingly, one of the largest voting personas for the Liberal party are Socially Conscious Liberal Voters – predominantly those aged 25-45, 60% female. When we delve into this Persona group, we discover that they are deeply committed to creating a sustainable future, actively participating in initiatives that promote environmental conservation and biodiversity protection. They are passionate about integrating social services efficiently, ensuring that gender equality and multiculturalism are at the forefront of societal progress. This group is also keen on leveraging technology and innovation to drive waste reduction and recycling efforts, reflecting their dedication to both social justice and environmental sustainability.

Contrary to what many might think, given most of those who voted “no” or abstained from the same-sex marriage vote in 2017 were members of the Liberal party/Coalition, supporting the LGBTQi+ community is very important given 1 in 10 Socially Conscious Liberal Voters are from the LGBTQi+ community.

Election promises and policies, which were traditionally pushed by Labor and Greens, have now appeared as very important within Liberal voters in Australia. The clear line which once stood between Labor and Liberal voters, has now been rubbed out, so in order for the Liberal Party/Coalition to win this election, it will be important to not alienate voters which fall outside of the traditional stereotype, and to embrace what is important to them.  

Labor Voters

The Labor party has traditionally positioned itself as the party for working, middle class Australia, and when looking at Labor's plans should they be elected again, they are running with this position yet again with healthcare, education, and building homes being their 3 focus areas. But does this position actually match what Labor voters want?

The results highlight a strong inclination towards social and economic welfare, with a notable interest in education and economic policies. Their focus on diverse and inclusive communities suggests a commitment to social equality and integration. While their interest in foreign policy is relatively low, their engagement with domestic issues like healthcare and employment opportunities is significant.

The top interests for Labor voters are Economic Policies, Education, and Youth Engagement. The Labor party has done a great job in the past at speaking to younger Australian voters, which has led to “Young and Emerging Voters” being one of the largest persona groups. The other is “Social and Economic Welfare Advocates”.

Broadly, the topline interests of Labor voters are similar to that of Liberal voters, but the core difference becomes obvious when delving into the interests of the two persona groups.

Social and Economic Welfare Advocates in Australia are deeply committed to ensuring equitable access to social welfare programs and affordable housing, reflecting their core values as Labor Voters. They actively support initiatives that provide unemployment benefits and childcare support, understanding the importance of these programs in fostering a stable and thriving community. This group is also passionate about advocating for job creation and workforce training programs, believing in the power of education and employment opportunities to uplift individuals and families. Aged 35-60, they are the key decision makers within a household and a workplace, and are passionate about shaping their world, now.

Young and Emerging Voters in Australia (aged 18-30), on the other hand, are passionate about shaping their future through active participation in the political landscape, with a keen interest in policies that affect their education and career prospects. With growing concern over the way the world is going, Young and Emerging Voters are taking action and becoming invested in the future they want. They are often found engaging in discussions about the accessibility of university education and the importance of inclusive curriculums that reflect diverse cultural backgrounds. Balancing part-time work with their studies, they are eager to explore career advancement opportunities and advocate for innovative policies that support their aspirations.

They are of an age where their parents are either retired, want to be retired, or are soon approaching retirement, and given the cost-of-living crisis which is impacting retirement, it’s no surprise that Young and Emerging Voters are passionate about Retirement and Pensions for their future stability. This persona group is the future of Australia so it’s vitally important for Labor to connect with these voters early on, in order to capture them for a lifetime.

Greens Voters

It’s no surprise that Greens voters are primarily interested in social justice, environmental concerns, and political participation. This audience shows a strong inclination towards advocacy and activism, with a focus on issues such as climate change, renewable energy, and social equity. This hasn’t changed since Bob Brown and Drew Hutton launched the Greens party back in 1992. However, digging into the personas of Greens voters is where it starts to become interesting.

Not surprisingly, the largest Persona group within Greens voters are Eco-Conscious Consumers who have strong interests in Indigenous Rights, Youth Engagement, and Community Engagement.

However, what we did discover is that Greens voters are starting to become more widespread and mainstream, in particular with the persona, Professionals. With rising concern over climate change, as well as an increase in racism, more and more Australian’s are looking for a party which aligns more with their values. They have a strong desire to drive positive change in their community.

While Australian’s are mostly voting for issues relating to their own back yard, the concern for what’s occurring globally is starting to influence how they vote as well. For parties looking to win over voters, it’s vital to understand what they actually expect from their party of choice, compared to what they might publicly admit to voting for.

Having a deeper understanding of what's important to Australian voters can assist political parties to talk with relevance and get greater engagement and traction this election.  

About

SQREEM is a leading Cognitive AI company that specializes in decoding and mapping human behaviour to deliver audience intelligence. We analyse billions of unstructured data signals daily from the Open Web to uncover patterns, decode intent, and provide businesses with actionable intelligence.

Through our proprietary platform, ONE, we empower organizations to turn complex behaviours into insights, bridging the gap between data and decision-making.

 For more information please contact

Alice Almeida

SQREEM

Regional Head of Research, Data, & Insights 

E: alice.almeida@sqreem.com