Tailor strategy to demographic, geographic realities, Johari tells Umno
He said the party's current approach needs to move beyond uniform outreach and be tailored to the demographic and geographic realities of each constituency, especially in urban areas such as Kuala Lumpur and Johor Baru.
"You can't apply the same strategy across the board anymore. Urban areas require a different kind of engagement than rural ones," Johari said at a press conference today after officiating the Pasir Gudang Umno division delegates' conference.
Also present was fellow Umno vice-president and Defence Minister Datuk Seri Mohamed Khaled Nordin, who heads the Pasir Gudang division.
Johari, who is also the Plantation and Commodities Minister and Natural Resources and Environmental Sustainability Minister, said 40 per cent of Malaysian voters are now youth. He added that most young voters are educated, analytical, and integrity-driven in how they assess political candidates.
"They evaluate candidates differently than those who once voted for the founding fathers or for big infrastructure," he said.
"Campaigns now must match the mindset of the constituency, not just rely on legacy methods."
Johari said the party has increased cooperation with non-governmental organisations (NGOs) as part of a broader strategy to connect with younger voters, a demographic previously under-engaged.
"Now you see Umno programmes involving more NGOs. This didn't happen before," he said.
"Many of our activities today are youth-focused, but it's not just about organising events. It has to fit the context of each area."
He said urban centres demand digital-savvy, grassroots-driven outreach, whereas rural constituencies may still favour personal touch and service delivery.
Johari also said there is a need to understand rival parties' strengths when formulating Umno's tactical approach.
"Success lies not just in how dynamic Umno becomes, but also in how well we assess the strengths of those contesting against us," he said.
He called for fresh political thinking as the party prepares for the next general election, warning that outdated models could cost Umno the support it needs to regain ground.
"We must think differently if we want to win back the hearts of voters, especially the young," he added.
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