In the upcoming 2025 federal election, Generation Z and millennials are projected to comprise almost 50% of the electorate, surpassing baby boomers, who will account for around 33%. This demographic shift raises questions about how it will shape the election's outcome. The Liberal party has emerged as a leader in engaging younger voters, particularly on TikTok, with significantly more views compared to Labor's posts. Social media influences among different age groups, particularly on Instagram and Facebook, further highlight these trends and the specific issues that resonate with younger Australians, such as economic and social challenges.
With almost 50% of voters in the 2025 federal election being Gen Z and millennials, this demographic shift could significantly influence the election outcome.
The Liberal party has significantly outperformed Labor on TikTok, indicating a focused effort to engage younger voters through platforms they frequent.
The contrasting performance of the two parties on Instagram and Facebook suggests that older Australians are more active on those social media platforms.
Questions around the economic and social stressors facing younger generations may shape their voting behaviors, reflecting a desire for change.
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