Labor has released the much-anticipated review into its shock election loss with the post-mortem blaming its downfall on a cluttered policy agenda, weak strategy and an unpopular leader.
The tightly held document released on Thursday detailed that no one of these shortcomings was "decisive" in the unsuccessful campaign but together ensured Labor's election defeat.
Party elders Craig Emerson and Jay Weatherill led the extensive review marked by nearly six months of self-reflection as Labor continues to come to grips with the stunning loss to Prime Minister Scott Morrison.
It cited swings against Labor among low-income workers, ambiguous language on the Adani coal mine, and a spending agenda that exposed the party to Coalition attacks fueling anxieties among low-income couples.
Labor leader Anthony Albanese took over from Bill Shorten following his election loss. Source: AAP
"Labor lost the election because of a weak strategy that could not adapt to the change in Liberal leadership, a cluttered policy agenda that looked risky and an unpopular leader," the review reads.
"No one of these shortcomings was decisive but in combination, they explain the result."
It bluntly stated "Bill Shorten's unpopularity contributed to the election loss", but clarifies none of its conclusions should be taken as a personal reflection on the former leader.
The $60 million advertising blitz from Clive Palmer was blamed for playing a role in the Labor leader's demise.
'Too complex and too cluttered'
The review makes 60 findings and 26 recommendations for change to put the party on track to win at the next election and how to better sell its policies to more strongly connect with disenfranchised voters.
It criticises the constant flow of spending announcements throughout the election campaign, saying the "sheer size, complexity and frequency" of these policy presentations meant they crowded each other out.
This confusion makes it hard for local candidates to sell and raised the anxieties of economically insecure, low-income voters that Labor "would crash the economy and risk their jobs".
Former South Australian Premier Jay Weatherill told reporters the review was an "honest appraisal" of the "deeply disappointing" election result - honing in on the fear caused by its messaging.
Craig Emerson (left) and Jay Weatherill speak at the release of Labor federal election campaign review. Source: AAP
“We presented a public policy agenda that paradoxically frightened the very people we were trying to support," he said.
"It was regarded as too complex, it was regarded as not persuasive."
In explaining this effect, former Labor MP Craig Emerson said the review detailed a clear swing against the party among low-income, economically insecure voters in outer urban and regional areas.
This despite the party attempting to direct policies that would benefit these exact voters.
"It just became too complex and too cluttered and as a result of that people were fearful of what that might do," he said.
"[The] Coalition and Clive Palmer had a very well-funded campaign to stoke those fears."
Former Labor leader Bill Shorten on stage with his wife Chloe, as he conceded defeat in the election. Source: AP
'We must learn the lessons of defeat'
In a statement responding to the post-mortem review, former Labor leader Bill Shorten conceded the party must heed the lessons of its election loss
Mr Shorten again took responsibility for his role in the May defeat against Prime Minister Scott Morrison.
"The May result was a shock and surprise but it was not a landslide and if Mr Morrison continues to disappoint Labor is in swinging distance of forming Government," he said.
"There are many players on a team but as captain of that team, I take responsibility for the policies taken to the election.
"But we must learn the lessons of defeat."
The Labor review examined how Bill Shorten's lack of popularity came under sustained political attack campaigns from Clive Palmer and the Liberal party.
"His character was attacked through an enormously expensive campaign funded by Clive Palmer, which dovetailed into the Coalition’s campaign. Notwithstanding, Shorten’s ratings were low, especially in Queensland, and compared unfavourably with those of Scott Morrison," the report reads.
But Mr Weatherill said the review did not place sole blame for the election result on the former leader.
"People have been quite honest about their own role in the loss ... this is a collective set of responsibilities here - it doesn't fall on one individual - now I think we have a blueprint for moving forward."
Former Labor leader Bill Shorten said the party must learn from the lessons of their election defeat. Source: AP
'Can't just be a city-centric party'
Swings against Labor in Western Australia, Queensland, and outer metropolitan and regional areas were key concerns identified in the review process, according to Mr Emerson.
"We need to win seats in Western Australia - we need to win seats in Queensland - we need to win seats in regional Australia," he said.
"Labor can't just be a city-centric party - the Labor party knows that."
The review also found it should take care to be more inclusive, developing a strategy to engage multicultural voters - with a specific mention of swings against Labor among Chinese Australians in strongly contested seats.
It called for the abandoning of derogatory mentions of the "big end of town".
In his statement, Mr Shorten contemplated what he would change if his time came again leading the campaign.
"Were the universe to grant re-runs, I would campaign with fewer messages, more greatly emphasise the jobs opportunities in renewable energies, and take a different position on franking credits," he said.
"I presided over a bigger tax cut plan than the Liberals for ten million working Australians but I concede, with hindsight, when they matched ours we should have gone bigger again."
Labor's policies 'can be bold'
The report said that Labor's policy approach "can be bold" - a nod to its ambitious policy agenda - but this platform must form a coherent message so policies are explainable and to avoid them being misrepresented.
Singling out climate change - the review said the party "cannot neglect human-induced climate change" saying to do so would be "environmentally irresponsible" and a clear "electoral liability".
But it did call on Labor to better explain the cost of inaction on climate change and respect the role of workers in fossil fuel industries - while supporting a transition to more renewable job opportunities.
Labor's digital campaigning, in particular, was outdated and outcompeted and the party must urgently and dramatically improve this area.
Mr Emerson said the review maintained Labor should remain ambitious in its policy approach.
"We strongly support the retention of bold policy - we are simply saying that perhaps not so many policies ... so that it becomes confusing," he said.
"[But] we should never walk away from Labor values."
Leader Anthony Albanese - who took over from Bill Shorten after the election - will make his response to the review at the National Press Club on Friday.
Prime Minister Scott Morrison said six months after the election: "Labor is still talking about themselves".
Among the review's expansive 60 findings and 26 recommendations include:
Labor has released its post-mortem election review. Source: AAP
- Labor did not settle on a persuasive strategy for winning the election... [or] craft a simple narrative that unified its many policies.
- Labor's campaign lacked culture and structure ... that led to the dismissal of warnings within the party.
- Labor failed to campaign sufficiently and consistently on reasons to vote against the Coalition.
- Labor’s election campaign did not adapt to the new Liberal leader and his reframing of the election as a choice between himself and Bill Shorten.
- Bill Shorten’s unpopularity contributed to the election loss.
- Voter trust in politics globally and in Australia has collapsed, resulting in economically insecure, lower-income voters treating all political promises with extreme scepticism.
With additional reporting from AAP
