Elections in Austria – The Land of Wasted Potential

What could be, if they only could – the political parties: A current study commissioned by FLY`, the creative consultancy of the Demner.Group, and conducted by the market institute, illustrates just how different the political landscape could have looked in the last national election.

Triggered by an “operational accident” during a survey for a DMB. campaign ahead of the 2024 National Council election, a core issue in Austrian politics became evident: wasted potential due to the lack of compelling, broadly resonant narratives. The strategists at FLY` took this as an opportunity to take a closer look. Their conclusion: most parties are far from tapping into their full voter potential. They fail to reach their potential electorates in a simple, accessible, and emotionally engaging way.

“The key question isn’t just what parties say or which issues they prioritize, but how they tell their story,” says Katharina Schmid, Managing Director at FLY`. “In a time of multiple crises – from climate change to social division – we need big narratives that provide hope and orientation. Narratives that are easily accessible, that speak to a broader vision, and that can inspire support even beyond a party’s traditional voter base."

Grand Narratives Shape Our Worldview – and Our Voting Behavior

As historian Yuval Noah Harari (“Sapiens”) points out, humankind progressed because it is, unlike Neanderthals, a storytelling species. Political narratives such as Barack Obama’s “Yes We Can” or Ronald Reagan’s “Make America Great Again” – now unsettlingly revived – demonstrate the power of compelling storytelling. Austria, too, has seen such transformative moments. The grandmaster of political communication, Bruno Kreisky, invited citizens to "walk part of the way together" to “build modern Austria” (“Let Kreisky and his team work!”) – reaching well beyond the voter base of the SPÖ. Demner, Merlicek & Bergmann / DMB. helped shape several such impactful narratives: “Real men share the load” ("Ganze Männer machen Halbe-Halbe") contributed early on to breaking down patriarchal thinking in Austria. The nail-biting EU membership campaign, initially facing two-thirds opposition, was turned into a two-thirds “Yes” through persistent, provocative questions (“Together or alone?”). Citizens felt included rather than railroaded – and ultimately chose what they saw, even if hesitantly, as the lesser evil: EU accession.

Mariusz Jan Demner, Chairman of the Demner.Group, puts it succinctly: “Those who can’t tell a story won’t make history. Everyone cooks with water. In politics, some believe they can do without it. But water is the big narrative that can move and mobilize people.”

Where Are Austria’s Credible Visions for the Future?

Just slightly more than 50% of eligible voters believe that any party at all has a clear vision for the country’s future. Yet public desires are clearly articulated: a strong economy (23%), a safe homeland (22%), and social justice (20%) top the list. Among younger voters aged 16 to 29, social justice is the main priority. But this is where many parties fall short: they fail to translate these visions into tangible, credible narratives.

Werner Beutelmeyer, Managing Director of the market institute explains: “The loyal, long-term party supporter is a dying breed. High voter fluidity opens up huge new political opportunities. Personality, issue ownership, and the management of public sentiment are becoming increasingly crucial.”