KUALA LUMPUR: With talk of impending state and national polls, Umno will adopt new and unconventional strategies to engage younger voters ahead of GE16, says Datuk Seri Dr Ahmad Zahid Hamidi.
The Umno president said several efforts are being made to attract young voters and these groups need engagement beyond conventional approaches.
“This means reaching out through what I call non-verbal communication methods; different forms of engagement beyond just speeches or traditional messaging,” he said in a special interview in conjunction with the 80th Umno anniversary celebration.
Ahmad Zahid said this was important as voters under 40 years old now make up a significant portion of the electorate, especially after the voting age was lowered to 18, making them a decisive bloc in future elections.
He said younger voters tend to be less party-loyal and focus more on candidates they believe can deliver results and address their needs.
Citing an example from the recent Sabah elections, Ahmad Zahid said candidates were often elected based on personal appeal and perceived ability to serve, rather than party affiliation.
“In the (Sabah) polls, we found that despite some sentiment against peninsula-based parties, a candidate from a minority background still won because voters liked him.
“Even though he was a new candidate, voters clearly felt he was the best person to serve the constituency,” he explained.
“That is why I suggested we move away from conventional approaches and instead adopt new strategies tailored to the specific target groups we want to reach,” said Ahmad Zahid, who is also Barisan Nasional chairman.
On the general elections, while declining to elaborate Ahmad Zahid said there is still a window of about one to one and a half years at most before the current term ends.
He said Umno and Barisan Nasional would utilise the time to prepare and reach out to its grassroots.
Under the current mandate, Prime Minister Datuk Seri Anwar Ibrahim’s unity government can serve until November 2027.
