Introduction
It’s the question progressives are all asking: how can we grab the opportunity presented by the 2025 Australian Federal election to steer the public narrative – in the media, on the streets and online – in the direction of care and connectedness for people and nature?
No matter what policies or campaigns we’re working on, our messages can influence the election outcome for good at this crucial time.
But there’s no doubt we’re up against it.
Organisations like Advance are prepared to spend millions to promote a very different story – one based on the neoliberal ideals of wealth accumulation, competition and social power for a selected ‘in-group’. Even a glance at the news from the USA shows we can’t dismiss their appeal to the voting public – especially when it’s all they’re hearing.
So what the heck can we do? What must we do, if we want to gain traction for our ideas, our policy asks, and our own worldview?
The good news is that plenty of very astute thinkers have been applying themselves to this very question.
Narrative Lessons
Here are some important narrative lessons for progressives in Australia in 2025.












