What specific tactics are new parties using to appeal to young Malaysians?

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New parties are using demographic targeting and candidate-focused messaging to win over young Malaysians.
PAS vice-president Datuk Mohd Amar Nik Abdullah said new political parties appearing ahead of the next general election are designed to attract young voters by targeting youth who are not aligned with any existing political party. He said these parties have mapped their target demographics and chosen their platforms after assessing the political landscape, and he pointed to how candidate appeal can influence young voters more than ideology. He also highlighted a concrete example of targeted outreach, including an upcoming event planned in Kijang.
They focus on young voters who are not aligned with any existing party
Amar said the emerging parties are zeroing in on youth who remain unaligned with any political party. In his account, this is part of a broader effort to shape how young voters respond ahead of the next general election, with the parties positioning themselves where they believe they can find support.
They map youth demographics and select platforms based on their assessment of the political landscape
Amar described the approach as methodical, saying the parties appear to have “meticulously mapped out” their target demographics. He added that they assessed the political landscape and selected their platforms accordingly, framing their outreach as tailored rather than generic.
They use candidate personality and appeal as a key influence over youth choices
Amar said young voters are no longer necessarily guided by ideology when making political decisions. He stated that the personality and appeal of candidates have become more influential than party dogma, which makes candidate-centred messaging a prominent tactic in attracting young Malaysians.
They stage events in specific locations such as Kijang to reach targeted audiences
As an example of targeted strategy, Amar cited a new party’s decision to hold an upcoming event in Kijang. While he said he was “still puzzled” about why Kijang was chosen, he suggested the party likely had its own assessment of where support could be found as the election draws nearer.

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What specific tactics are new parties using to appeal to young Malaysians?

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