Low-rise jeans have won over Gen Z. Here’s how the Coalition can do the same

The cycle of youth opinion is brutal and constant. Birkenstocks, once decidedly out, are in again. The same goes for low-rise jeans, New Balance and Sophie Ellis-Bextor’s pop classic Murder on the Dancefloor.

Other trends seem unlikely to come back into style. In April 2024, two main contenders come to mind: leg warmers and the Coalition.

Low-rise jeans came back in vogue. Here’s how the Coalition can do the same.Credit: Marija Ercegovac

The 2022 Australian Election Study reports that the Coalition reached “historic low levels of support among younger voters”, with only about one in four aged under 40 backing it. In Generation Left: Young Voters Deserting the Right, Matthew Taylor writes that “Gen Z stands out as a very distinct political generation … viewing the Coalition more unfavourably than any generation on record.”

The diagnosis seems damning. Does it need to be?

Traditional Liberal values have the potential to appeal to young voters. Individual freedom can lend itself to the acceptance of all identities and ways of life. True conservatism can mean the desire to conserve our environment. Entrepreneurialism can find no more eager audience than the energetic young. And equal opportunity – the fair go – can suggest egalitarianism of the kind my generation desires.

What was it Menzies said? “We took the name ‘Liberal’ because we were determined to be a progressive party, willing to make experiments…”

It seems, then, that the Australian right could find meaningful traction with young voters; at their heart, Liberal values have the potential to go hand in hand with the ideals of progressive new generations.

Yet some Liberal positions have offered no reflection of these core values, the dragging of feet over same-sex marriage a prime example. Moreover, the Coalition has allowed its ideals to be misrepresented or misunderstood. Tony Abbott’s knighthood for Prince Philip, Scott Morrison’s lump of coal in parliament – fairly or unfairly criticised, these images betray a fundamental inability to grasp the importance of appearance, which has resulted in a view of the Coalition as old-fashioned and out of touch.

Mine is the social media generation. Image matters. And the images of the Coalition which resonate are Abbott standing next to the “ditch the witch” poster and a steely Grace Tame standing behind Morrison. Those core values which young people can support are not present here.

In short, the right needs a facelift. It should start with younger, more diverse personnel and a fresh, experimental publicity strategy. Our ideals need to be reflected in the people we vote for, and the old pantheon of Joyce, Morrison, Abbott and co. is tarred. Just as the young Tony Blair’s popular smile was New Labour incarnate, an updated look would demonstrate the Coalition’s willingness to evolve.

Housing needs to be front and centre of policy. Homeownership is now a distant prospect for my generation, and without homes we can’t see ourselves as stakeholders in the economy. As a result, the Coalition’s claimed speciality – fiscal prudence, emphasis on the economy – can’t resonate with us.

It’s a tall order. As it stands, the Coalition faces enormous challenges in winning over young voters. Many believe its nine years in power delivered little on issues dear to my generation. Yet people – young people most of all – are quick to forget, and the Australian right may win some youth support yet.

There is, however, one more box to tick. The Coalition must offer what Australians have not seen for some decades: exciting, inspiring leadership. Someone who can convince us of their vision, who can influence us to partake in it. A leader capable of rousing my generation to embrace the work ethic of our forebears, able to project us forward as part of an Australian story of industry, grit and good humour.

It’s unlikely. And history suggests young voters prefer the left. Clearly, there’s work to do. But vinyl came back – so there’s hope yet for the Coalition.

Daniel Cash is a law student at ANU.

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