Umno can no longer appeal to nostalgia, says Azalina

Umno can no longer appeal to nostalgia, says Azalina


Umno needs to change its “romantic” and “emotional” approach to a progressive one in order to remain relevant to today's Malay electorate.

Umno Supreme Council member Azalina Othman Said said Umno can no longer appeal to nostalgia and needs to understand current demands.

“The Malays out there are not the Malays of 1946. The Malays of today are not the Malays of Abdul Razak Hussein's time or Dr Mahathir Mohamad's time. Today's Malays are different, the consumer market has changed.

"If we talk about romantic, emotional things that sound good, it does not guarantee support. Today's young voters look at elements of justice; they do not want corruption, (they want) good governance, and so on.

“Umno needs to change its branding. Umno's approach is no longer about nostalgia with ‘Hidup Umno! Hidup Umno!’ (long live Umno),” she said in an interview with the media.

Support for Umno has been dwindling since it lost the 14th general election while under the leadership of then-party president Najib Abdul Razak.

It saw - for the first time in 60 years of governing the country - Umno and BN became the opposition after losing to Pakatan Harapan.

Umno's performance continues to decline and recorded its worst results during the 15th general election when BN only managed to win 30 parliamentary seats. Of that number, 26 seats were won by Umno candidates.

However, Umno remains in power by forming a unity government with Harapan and other unlikely allies.

Commenting further, Azalina said the existence of more Malay-based parties in today’s political landscape also poses a challenge to Umno.

Umno faces challenges because Malays now have many choices with the existence of more Malay-based political parties.

“There are many Malay political parties now; people see many options for Malays. If we look at it from an economic perspective, competition is good.

“It is good to have many parties offering something good (to the Malays). Umno's advantage is its consistency in its cause," she said.