In a world of increasingly fluid affiliations, where the lines between ideology and identity blur with each TikTok scroll or policy pivot, new data from audience intelligence platform Sqreem offers a provocative mirror: Today's voter looks a lot like tomorrow’s consumer.

Forget the rusted-on voter. In 2025, Australians are voting like they shop—less about tribe, more about alignment. And just like brands, political parties are being judged not by legacy, but by lived experience.

“We are seeing for the first time that it’s impossible to profile voters based on the policies they support,” says Sqreem Regional Head of Research, Data, & Insights, Alice Almeida. “The traditional distinctions—Liberal as centre-right, Labor as centre-left, Greens as far-left—have all but disappeared. The lines have been rubbed out”​.

This has seismic implications not only for political strategists, but for brand leaders chasing relevance in a market where trust is constantly earned—and quickly lost.

Consumer Intent, Voter Sentiment

Almeida's analysis of 17.4 million Australians across the three major political blocs reveals a dramatic realignment in voter psychology. The Liberal party’s base, long associated with economic conservatism and strong borders, now includes a large cohort of what the researchers call “Socially Conscious Liberal Voters”: 60% women, mostly aged 25–45, many from the LGBTQI+ community. Their top concerns? Sustainability, gender equality, multiculturalism, and digital innovation for environmental outcomes​.

It’s a portrait more aligned with progressive brands than the party’s historic persona. And therein lies the marketing insight: demographics no longer predict behaviour. Values do.

“These voters are deeply committed to creating a sustainable future,” says Almeida. “They want social services that work, and they expect the brands—and the parties—they back to reflect those priorities”​.

Parallel Worlds: Brands, Parties, and Personas

Labor’s largest segments—Young and Emerging Voters, and Social and Economic Welfare Advocates—map strikingly to aspirational consumer personas: digitally engaged, career-focused, and driven by fairness. They’re active in shaping their world and receptive to messages that reflect inclusion and upward mobility. Sound familiar, CMOs?

Meanwhile, Greens voters remain the most values-led: activism, climate, Indigenous rights. But they, too, are broadening. “We’re seeing growth in Professional Persona types within the Greens cohort,” Almeida explains. “People who are tired of performative politics and want measurable, values-driven outcomes. It’s less about ideology, more about alignment”​.

Brands that fail to tune into this shift—still segmenting audiences via tired generational tropes or income brackets—risk becoming irrelevant.

Lessons in Loyalty

The big question marketers should be asking: what drives loyalty in an environment where traditional affiliations no longer hold? Almeida’s answer is stark.

“Just like with brands, if the party you’ve always supported no longer aligns with your values, you will switch,” she says. “And it doesn’t take a scandal—just a misalignment in priorities”​.

That’s a warning for anyone betting on brand stickiness. Political loyalty, like consumer loyalty, is conditional, nuanced, and increasingly personalised. The same voter who changes party based on environmental policy or housing affordability is the same consumer who shifts telcos based on carbon offsetting or staff treatment during a crisis.

Strategic Takeouts for CMOs and Brand Leaders:

• Psychographic > Demographic: Values and behaviors drive decisions more than age or income.
• Monitor the Middle: Swing voters are your brand switchers. Understand their triggers.
• Audience Personas are Fluid: Real-world context—cost of living, global crises—shapes who people are. Don’t assume stasis.
• Purpose Must Be Practiced: Just like political parties, your brand’s platform needs to be lived, not just stated.

As Almeida puts it, “Having a deeper understanding of what’s important to people—beyond what they say out loud—gives you permission to speak with relevance. That’s how you build engagement and traction”​.

In a marketplace where customers increasingly vote with their wallets and their hearts, maybe it’s time to ask not what your audience can do for your brand—but what your brand says about your audience.