Almost 50% of voters at the 2025 federal election will be Generation Z and millennials, for the first time significantly outnumbering the baby boomers, who will make up about 33% of the electorate.
While the impact of such a demographic shift on the election outcome is yet to be seen, it seems Peter Dutton has got the memo. An ABC analysis found the Liberal party significantly outperformed Labor in engaging Gen Z viewers on TikTok, with almost 333,000 views to the party’s posts compared with Labor’s 6,000 in December. It found the two parties were much closer when comparing interactions on Instagram and Facebook, which skew towards older Australians.
