Chasing Votes

Following its 2025 election wipeout, the Liberal Party of Australia faces an existential crisis as it considers what went wrong and where to next. The instinctive response to such losses is often to elect a new leader, put your head down and “chase votes”, which is the reflex of a party that has lost its ideological centre. When a political party becomes consumed with chasing votes, it reveals something far more serious: that it no longer knows what it stands for.

Every Liberal parliamentarian will be able to recite what the Liberal Party stands for. So how is it they were unable to convince the electorate of their purpose, offer and benefit?

Voters are not drawn to parties that echo the sentiments of the day. They are drawn to parties that offer conviction, coherence and leadership. A political movement that fails to commit to a clearly defined set of values, purpose and policies is left navigating by polls and media headlines—reactive, fragmented, and ultimately untrustworthy in the eyes of the electorate.

The Liberal Party’s current predicament reflects this very dilemma. In the absence of a compelling values framework, it has resorted to tactical manoeuvring and “chasing votes”. It is seeking support without offering meaning. It is hoping to win trust without earning it. And it is failing to inspire because it cannot articulate what it fundamentally believes in—whether in national identity, economic policy, climate transition or social cohesion.

As donor dissatisfaction grows and electoral margins tighten, the Party must recognise that the centre ground of Australian politics is not found by drifting aimlessly from one voting block to another. The centre is earned through clarity, integrity and policy discipline. The centre is claimed by parties that are willing to define their values and then live by them—regardless of immediate popularity.

To recover, the Liberal Party must reverse the logic of vote chasing and start leading with purpose. It must stop asking, “What will get us votes?” and begin asking, “What kind of Australia are we trying to shape over the next quarter century?” A party with values leads the debate, frames the agenda, and ultimately wins the centre by earning its respect.

Without this foundation, there is no message to communicate, no identity to defend, and no future to build. Elections are not won by mimicking the competition. They are won by offering the public something meaningful to believe in. And until the Liberal Party can do that, it won’t be chasing votes—it will be chasing its tail!

About Us

Ravim RBC’s principal, John Ravlic specialises in organisational development and design and assists councils around Australia with reviewing and planning services they deliver to their communities.

We assist in defining purpose, which  informs who organisations are and what they do (identity). We develop policies that define the organisation’s offer, which are designed to achieve desired outcomes and benefits.