One Nation, a political party often associated with older, conservative voters, is experiencing a shift in its support base, attracting a growing number of young people and individuals from migrant backgrounds. This trend was evident at a recent campaign event in Pakenham, Victoria, where supporters of diverse ages and ethnicities gathered.
The event, held at One Nation's Victorian headquarters, followed the party's unexpected victory in the Secret Harbour state by-election in Western Australia, securing its first lower house seat. This win has fueled confidence among supporters and drawn increased media attention.
Supporters at the Pakenham event cited a range of issues driving their interest in One Nation, including the rising cost of living, housing affordability, and concerns about immigration. Many expressed a feeling that major political parties no longer listen to their concerns.
"I'm working all the time and I still can't afford to move out of home," said Mia, a 23-year-old retail worker. "Rent is ridiculous, groceries are ridiculous and buying a house feels completely impossible. The major parties keep telling people my age how well they understand us, but nothing gets better. They talk like an HR department. Pauline talks like a real person."
This perception of authenticity is a key element of Pauline Hanson's appeal. Her supporters often see her as a politician willing to speak directly about issues that others may avoid or couch in political jargon. Merchandise sold at the event, such as caps bearing the slogan "I've got the guts to say what you're thinking!", reflected this sentiment.
Shifting Demographics and Motivations
Long-time supporters were present, but the crowd also included young couples, tradespeople, small business owners, and families. Notably, attendees from various ethnic and cultural backgrounds indicated that their support for One Nation was not contradictory to their origins.
"People assume that because I'm a migrant I must hate Pauline Hanson," said Michael, a 48-year-old small business owner whose family migrated to Australia when he was a teenager. "I don't. My family came here legally, worked hard and respected the country. There's nothing racist about saying immigration has to be controlled and infrastructure has to keep up. You can welcome migrants while still asking how many people the country can sensibly accommodate."
Concerns about the integration of new migrants and whether they embrace the "Australian way of life" were voiced by some attendees, including those from migrant backgrounds. This nuanced perspective suggests that the party's appeal is not solely based on anti-immigration sentiment but also on a desire for controlled immigration that aligns with established community values.
Younger voters, like 20-year-old apprentice Liam, are increasingly connecting with One Nation due to their own financial pressures and a feeling of being overlooked by established parties. "I used to think politics was just old people yelling at each other in Canberra," he said. "Now I'm paying tax and trying to save money, and I realise how much their decisions affect me. I don't agree with everything One Nation says, but at least they seem angry about the same things people my age are angry about."
Broader Grievances
Beyond immigration, issues such as housing affordability, energy prices, government debt, and crime are significant motivators. Many expressed contempt for the Liberal party, viewing them as too divided and ineffective to offer a viable alternative.
Rebecca, a 44-year-old bookkeeper and former Labor voter, described her gradual shift. "I voted Labor most of my adult life, but they've been in power here so long they don't seem to listen anymore," she said. "Everything costs more, the state is drowning in debt and basic services don't seem to be improving."
One Nation's strategy in Victoria, particularly in marginal seats like Pakenham, focuses on these "bread and butter" issues. The party's leadership, including Victorian leader Warren Pickering, aims to position themselves as the alternative for voters disillusioned with the long-standing Labor government.
Growing Confidence and Media Presence
The increased media turnout at the Pakenham event highlighted One Nation's growing prominence. The party also demonstrated increased professionalism, with its own teams documenting the event for social media. Hanson herself commented that the Secret Harbour victory was not a fluke but a clear indication that voters wanted One Nation representation.
"The major parties have taken Australians for granted for too long. People are sick of being told everything is going well when they can't pay their bills and their kids can't afford a home," Hanson stated. She warned against dismissing the party's success as a localized phenomenon, emphasizing that similar concerns about immigration, housing, electricity, crime, and the cost of living are being heard nationwide.
Despite a brief interruption by protesters, the overall atmosphere at the event was one of growing confidence and community among supporters. Many attendees expressed that they found the people at the event to be "normal" and diverse, countering negative stereotypes often associated with the party's supporters.
"You hear so much about the sort of people who support One Nation, but everyone here just seemed normal. There were families and people from all sorts of backgrounds," said Sophie, 29, a first-time attendee. "She doesn't suddenly change the way she talks because cameras are around. I think that's why people trust her, even if they don't agree with every single thing she says."
The party's ability to tap into a broad range of grievances, from economic hardship to national pride, positions it as a significant force in Australian politics. The challenge for major parties, according to observers, is to understand and address the concerns of these voters rather than simply condemning them.