The rise of One Nation is similar to that seen in other Western democracies. Columnist ANDREW HUGHES has two big reasons why they are doing so well right now…

Here we are in early 2026. Federally, the Liberal Party is over the cliff and currently in freefall, with a paper napkin for a parachute and no pillow factory in sight for a soft landing. 

All thanks to leadership and policy dramas. 

Labor has its own issues though with a primary vote barely clinging to life in the 30 per cent range. Try as it might, few are buying the cost-of-living and inflation dramas as issues it hasn’t helped cause through wanting to have a positive economic growth brand association thanks to fiscal economic policies that ultimately have hurt many of us. 

And yet, as is so often the case in politics at any level, there are always winners in times of division and uncertainty. The combined total for minor parties are now regularly outpolling those of Labor and the Coalition. 

Have we changed that much so quickly since May 2025? Or is something else at play here? Or is it the combo special that was all the rage at many stalls during the Multicultural Festival? 

For me, I think it’s the combo special. 

The rise of One Nation is similar to that seen in other Western democracies: Italy has the Northern League, France the National Front, the UK the Reform Party, Germany the AfD, and so on. Here are two big reasons why they are doing so well right now. 

Authenticity and clarity

What so many of these parties do so well is offer clarity on a narrow policy offering designed directly for their base, but with some polish from marketing and brand. Immigration? All are nearly the same in wanting restrictions, not necessarily a full reduction. No tricky policy here for the consumer to understand in an information-dense environment. 

Climate change? Again, clearly most are against the headline climate-change policies such as carbon taxes and net zero commitments. Do you know their actual policy? No, but all their market cares about is that they are against it. 

Identification and patriotism? Clearly, parties to the right are all over this. Some more blatant than others, but there is appeal here because again they are clear and uncompromising on this. 

Economics? As some who I have talked to from these parties tell me, they are now the true conservatives. They believe their policies such as flat tax rates and very investor friendly offerings on capital gains tax and negative gearing are reflections of that. 

These parties rarely vary from these core policy platforms. If you don’t like it, then that’s because you are a woke wallflower and over there is a lake. Oh, and here are several social media posts by several of our very popular social media influencers to back all that up and take on the lunatics from the left. 

Angry? Good, let that rage on now so we dominate the mediascape for a few days at least and provide reward for our supporters. 

This authenticity to the brand is rare in politics as usually it is a high-risk, high-reward strategy and makes it difficult to change policy position. Which is exactly what they want you to think and know. 

Leaders? No nonsense with the right. You know exactly what they stand for. Never ending consistency with the policies above. Brand proud. Unashamedly and unapologetically. 

So rare to see again in modern politics because of the risk factor. 

Name three things any Liberal leader of the last three years stood for? How about just one? And are they brand proud? 

The Sensible Right collapse

The middle, the actual middle, has been deserted by the Liberals. A lack of policies specifically reflecting the needs of those who are wondering why they are holding down full-time gigs, slowly burning out from the life juggle, but only seeing marginal reductions in their net debt levels. 

They aspire to be the generation just ahead. The ones who retired early and are now doing whatever with whoever with not a thought in the world about money or kids. It’s not just about financial wealth, it’s also about social and time wealth which is creating a sense of loss. 

Yet the only party here in a big way is Labor. That’s why even with a 30 per cent primary they do so well – they are often the party picked second because they are doing something. 

It’s been staggering to see the Liberals gift this area, literally wrapped up with bows, to Labor. There should have been and there still needs to be policy offerings reflecting the middle. Most of the Lib voters here rightly feel let down by the major parties. 

So if the middle hate Labor, and don’t like the Libs, then where does that vote go? You guessed it. 

The Liberals have options though. Either embrace 2026 as one of modernisation, or as the first page in the last chapter of their federal history. I know which one I’d prefer to see. 

Dr Andrew Hughes lectures at the ANU Research School of Management, where he specialises in political marketing.