As we countdown the days to the Gold Coast 2018 Commonwealth Games, Australia’s biggest sporting events this decade – there’s an incredible relay happening that celebrates diversity, inspires communities and creates opportunities for some to experience something quite special.
The Queens Baton has a proud history, with batonbearers chosen from thousands to represent the spirit of the games and #SHARETHEDREAM.
One runner in particular will be cheered on by all at Isentia – a girl who has certainly inspired us, and many around her. Meet 13-year-old Nayeli Gajardo.
Daughter of long-time Isentia Press Readers, Oscar and Patricia Gajardo, Nayeli has quite a remarkable story for such a young girl.
At the age of 6 months, Nayeli was diagnosed with acute dermatitis, and by the time she was 8 years old her illness became chronic – requiring her to spend much of the next 4 years in and out of St George Hospital. As her condition continued to deteriorate over time, she spent extensive periods in and out of hospital – missing almost the full first term of school in 2016. It was at this point that doctors concluded Nayeli would have this condition for the rest of her life.
“It was very stressful to see our daughter in pain and discomfort. Not only the physical part, but also mentally. She was growing – and to see her skin in that state was very confronting. With no hope from the doctors, we decide to take action and find alternative medicines to help our daughter,” Nayeli’s mother, Patricia Gajardo said.
She tried different medications until she was stable including Methotrexate – a chemo pill that people with transplant organs take, and after endless treatments and procedures Nayeli was sent to France for treatment at the Avene Hydrotherapy Centre.
“The Gajardo’s have contributed over 25 years’ combined service to our [Isentia] team here, so when Oscar and Patricia asked for our help with getting treatment for Nayeli, people from right across the business wanted to pitch in and help Nayeli get better,” Isentia’s Press Manager, Peter Coy said.
With the help and financial support of the community, friends, family and Isentia staff via the family’s GoFundMe page, Nayeli has now been to France twice for treatments, and plans a third trip in the coming year.
“Isentia helped us to take time off to go to France and our co-workers did a money collection to help us with the trip,” Patricia said.
Now, Nayeli’s condition has improved to a point where she is able to able to control her illness and live a healthier life, only experiencing discomfort when days have high content of pollen or she has an allergic reaction.
“It was really cool to see all that generosity and, of course, to also see it pay off when Nayeli’s condition improved. Seeing Nayeli now get the chance to carry the Queen’s Baton is a great bit of icing on the cake for a family who’ve been though some bloody tough times.” Peter said.
We can’t wait to see Nayeli take the baton, enjoy the moment and inspire others with her story!
Isentia is proud to be delivering powerful media intelligence and insights for GC2018 all the way to the finish line. To keep up-to-date with the Queen’s Baton Relay and all the excitement of the Games, visit www.gc2018.com/qbr
Loren is an experienced marketing professional who translates data and insights using Isentia solutions into trends and research, bringing clients closer to the benefits of audience intelligence. Loren thrives on introducing the groundbreaking ways in which data and insights can help a brand or organisation, enabling them to exceed their strategic objectives and goals.
Next week’s Federal Budget has many Australians wondering how they will be affected.
The government has strongly advocated for building a more resilient economy than their predecessors, yet in recent months, the economy is suffering due to a rapid rise in inflation. This has pushed up interest rates and is squeezing the cost of living with both consumers and businesses feeling the pressure.
Following groceries, the leading financial stressors for Australians are petrol, rent, mortgage payments and energy bills. And just to make ends meet, Aussies are making more considered purchases, seeking higher paying employment or working multiple jobs. Australians are already anxious about inflation with growing concern there’s no end in sight.
Will the government restore their trust in Australians and keep their pre Federal Budget promises?
Cost of living crisis
Latest data from CHOICE’s Consumer Pulse survey, revealed that cost of living pressures are a major concern, with 90% of Australians seeing an increase in their household bills and expenses over the past year.
Inflation pressures are intensifying and the Reserve Bank of Australia (RBA) continues to drive up interest rates - their highest level in 7 years. The government has promised a long-term and sustainable approach to cost of living support in the form of a relief package.
Concerned about their mortgage payments, up to a third of mortgage holders could struggle to keep up with future repayments, with younger generations particularly concerned about surging interest rates.
Using Isentia data, during an eight week period from early August to early October 2022, 18% of Australia’s front pages featured cost of living stories. Even in a time of large local and international news such as the war on Ukraine and the Optus security breach, the cost of living crisis was still making front page news.
According to Pulsar data, anxieties around the cost of living, peaked following the RBA's interest rate announcements on 4 September and 4 October. For the sixth consecutive month, Australians have had to tighten an already lean household budget.
Apprehensions around security increased on 24 September as a result of the Optus security breach and again on 10 October when the government announced changes to the country's defence projects. Also on 10 October, cost of living concerns spiked after growing speculation surrounding the Stage 3 tax cuts being recalibrated. Australians also felt a heightened sense of unease after the announcement of a future surge in energy costs, following a recent 35% rise.
Anxieties surrounding topics mentioned by the government. Source: Pulsar
Childcare fees are at their highest in 8 years, with child care subsidies failing to keep out of pocket costs to a minimum. On 16 September, conversation around child care spiked, as Treasurer Jim Chalmers promised to reduce the cost of childcare, yet pledged to keep spending restrained in light of budgetary constraints.
As part of the cost of living relief package, this reduction won't come into play until mid 2023. Can Australian families wait this long?
Problematic climate conditions such as excessive rain and floods are leading to localised food price increases and diminished food quality. Even in the same area, poorer households are faring far worse than affluent counterparts. Across the board, there has been a surge in the cost of fruit and vegetable prices (7.3%) and meat, seafood and bread rising by 6.3%.
On top of these climate issues, labour shortages in both warehousing and transportation have resulted in added disruption to the supply chain. Freight costs are on the rise, putting intense pressure on importers and exporters.
Are Aussie consumers looking at a continued supply chain that is more disruptive than the 2020 toilet paper shortage? The rise in the cost of living weighs on households' spending, and Australians are seeking alternate ways to make extra cash.
The thrifty shopper
As the cost of living rises, many Australians are seeking alternate ways to make or save cash; trimming budgets where they can; cancelling home entertainment subscriptions, and reducing insurance coverage for lower fees to name a few. Purchases at all levels are becoming more involved and highly considered, with discounts heavily sought after.
As Millennials and Gen Z shoppers are gaining more buying power, their passion for sustainable commerce is stronger than ever. Selling personal items to make extra cash has been on the rise with retail e-commerce platforms such as Facebook Marketplace and ‘Recommerce’ platforms like AirRobe, are booming. Not only are Australians becoming more financially savvy, they are conscious of the need to ‘reduce, reuse and recycle’ - a criteria these platforms adopt.
Following the money
There’s no doubt that inflation is changing salary expectations. And for those in industries where movement and remote working is possible, many Australians are following the money.
Data from the Reserve Bank of Australia, shows organisations have reported higher rates of employees leaving to achieve higher pay packets as a way to provide temporary relief for the rise in cost of living. Interestingly, this higher voluntary turnover was especially concentrated in professional services.
In response to labour shortages, organisations are implementing a range of non-base wage strategies - e.g bonuses, flexible work practices, more internal training and hiring staff with less experience, as opposed to increasing base wages.
Australian Bureau of Statistics (ABS) figures also show Australians are taking on multiple jobs, as full-time work forces employees to juggle several roles to make ends meet. Although multiple job holding is more common in low-paid industries, a record high of 900,000 people held multiple jobs in the June quarter of 2022.
This is an increase of 4.3 per cent from the previous quarter and is a reflection of wages growth stagnating and nominal wages barely keeping up with consumer prices. The result; people needing to work more hours to make ends meet.
Using data insights from Pulsar, wages is one of the ‘most anticipated’ topics in this year’s Budget. The Wage Price Index (WPI) rose 0.7 per cent in the June quarter and 2.6 per cent over the year, which represented a substantial fall in real wages given inflation rose 6.1 per cent last quarter.
Social media conversation around wages is evolving with other indicators suggesting wages are still climbing alongside extreme uncertainty surrounding global growth and rampant inflation.
Will Australians see more dollars in their pocket after the Budget is handed down?
The "most anticipated" topics in this year's Federal Budget. This is a visual representation of the conversation frequency of topics over time. Source: Pulsar
Australians taking action
With Australians taking a greater interest in living a sustainable lifestyle, the government and organisations are prompted to influence the lever of positive change and create actionable outcomes.
Despite a great deal of politicians pledging change, governments are often swayed by the media and public opinion which can derail policies wanting to address complex, longer-term challenges. Millennials and Gen Zs have long pushed to see societal and economic change.
Results from the 10th Annual Deloitte Global 2022 Gen Z and Millennial Survey shows they are increasingly becoming more politically involved. These influential cohorts are progressively showing interest in political issues, and turning to social media to discuss their opinions. Moreover, they are consciously making calculated career decisions and spending their money with organisations who share the same values.
The top keywords used by key communities discussing the Federal Budget online.Source: Pulsar
Social engagement shows left wing millennials are showing concern over the budget and economic issues, with Treasurer, Jim Chalmers gaining the most chatter. Similarly, baby boomers are equally vocal, using the same keywords as millennials but they also seek strong leadership and a strong economy.
For younger demographics, their interactions or relationships with organisations is dependent on the organisation's treatment of the environment, their policies on data privacy and their position on social and political issues.
For governments, tackling environmental, economic and social issues and their impact requires a huge transformation across all sectors. Market forces alone will not solve the problem, and the onus is on governments to take a lead to meet the sustainability challenge.
The October Federal Budget is an opportunity for the government to show they are the lever of change by creating actionable outcomes and a positive impact. Australians are concerned for the welfare of the country and previous governments have fallen short.
The government promises to back clean energy and build new renewable infrastructure across the country, will they succeed or disappoint?
The Federal Budget can be an overwhelming time, with an abundance of promises and policies, it can be hard to stay on top of the latest news. We have a comprehensive range of political news services available to help you navigate the political media coverage at this October Federal Budget. Want to learn what’s being said at this Federal Budget?
Click hereto start navigating the announcements that may impact your organisation.
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Blog
How concerned are Australians about the Federal Budget?
The upcoming October Federal Budget has many Australians wondering how they will be affected.
We sat down with Brendan McGreevy, recently appointed Country Manager for Australia (2017) and discussed his viewpoints on leading the Australian team and the latest release of Custom Reports on Mediaportal.
Tell us who you are and how you came along with your Isentia journey
My name is Brendan McGreevy and I am the Country Manager for Australia [here at] Isentia. I joined the company in January 2004 as a tele-sales consultant, selling media intelligence services and data distribution. I’ve managed the tele-sales team and the Slice products over a number of years before we brought that back into the [Isentia] family, I’ve been a BDM, a Service Consultant, a Sales Manager and now I’m Country Manager. I have done many, many jobs and have always been in client facing, which is what I like, and I hope to continue my career throughout the company in a client-facing role.
What job haven’t you had at Isentia?
I haven’t been Chief Executive yet, so maybe at some point in the future! I am keeping my options open though.
What are you 100% passionate about and what gets you going every day?
Probably two things – one being the media and how it rapidly changes, the different forms and the different platforms that are popping out pretty much every month or every year. The other is clients – dealing with communicators – people in PR and Corp Comms.
It’s fast paced, and every day is a new and different day. If one client is on the news on a Monday, it’s going to be someone different on a Wednesday. [It’s] that kind of variety that keeps you getting up in the morning and keeps you coming into work.
What are you most proud of, a moment of time of your life at Isentia?
I can’t think of one defining moment. I suppose each year when you see the achievements of the team, achievements of the clients, and you are hitting those targets – seeing the client growing every year and seeing that we’re doing all those things right that keeps the clients coming back for more and more. I would say that is probably the proudest achievement.
Can you talk about what makes the Australian customer base unique and what is different about them?
I think what makes it unique from the rest of the company is that there are clients that have used us for many, many years. We’ve been through the evolution of their businesses and their careers and they’ve been through the evolution of our business.
From the hard copy clipping agency in the 80’s and 90’s through to the digitally media intelligence company we are now. Personally, I’ve worked with a lot of them [the clients], since the early 2000’s and it does create a bit of uniqueness within our business. We do find that a lot of people in the Account Management team and the Sales team have been here for 20 to 30 years, and they tend to stick around because they know the people that they’re working with. Whether they move from government to private sector [or elsewhere], they always move back again, so you tend to meet the same people over and over again – it gives that sense of familiarity with all of the clients.
Looking at the new Custom Reports feature, what do you think would excite them most about it?
Probably the levels of customisation that we can now offer – like adding in the client’s logo and customising the look and feel of it.
Even though it is our content that we’re sending to the clients, it is their work. Allowing them to personalise their work and distribute that internally in a format that actually gives them the kudos and credit for what they’ve done and what they’ve achieved. I think that is going to get on pretty well.
What do you think makes Isentia brilliant?
What makes us brilliant is the people that are here.
I think the people that works here takes a very specific breed of person – you’ve got to love the media, you’ve got to love communications, you’ve got to love PR, you’ve got to love marketing, and you’ve got to love what we do, you’ve got to love the industry.
I think that is everybody that is here – evident in the high tenure of service across the business. People love what they do, they love that it is fast-paced, and they love that it is continually changing. And at the same time there is a level of familiarity at what we do as well. So yeah, it is definitely the people.
What is your favorite feature within the latest Custom Reports release and why?
To be honest, that is my favourite feature – the customisable view of it. In previous reports you could only use the PDF and that was very much a standard, static document. This is the client’s document, and it is important that when we build our products and services that they are all about the client and not about us. It’s not about the media, it is not about the content, it is actually about that client and their business and what they need to use the information for, and how they can customise it for different stakeholders, and different audiences internally. So, the more it looks like their document and the more they can customise it, the better it is.
Given your recent promotion to Country Manager, what excites you about the year ahead?
What we just completed in Australia is a slight restructure of the sales and services team. Previously we had an account management structure. We’ve [since] taken client success out and created a new division for Client Success and a new division for Sales.
These changes excite me because now we’ve got a dedicated focus on service for our clients and trying to understand what our client wants from us and how we can make that service better, and that is the dedication of that team. They don’t have to sell, or have find a new revenue stream, their job is purely to service our clients. Going back to that value and Isentia being client obsessed, this structure allows us to actually be client obsessed – to focus on our clients and their needs on a day-to-day basis, but to also have consultants from a different team to help clients with different services when the need arises.
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Blog
3 minutes with Brendan McGreevy, Country Manager, Australia
We sat down with Brendan McGreevy, recently appointed Country Manager for Australia (2017) and discussed his viewpoints on leading the Australian team and the latest release of Custom Reports on Mediaportal.
With social media platforms becoming central to political engagement, figures like Abbie Chatfield, Friendlyjordies, and The Juice Media are amplifying progressive causes and challenging traditional political narratives. But how significant is their impact? Are they genuinely influencing the election conversation, or is their influence more about their ability to capture attention and drive engagement? This evolving trend raises important questions about the role of influencers in modern elections and how they are reshaping the way political messages are communicated to younger, digital-savvy voters.
As the 2025 Australian federal election nears, influencer involvement has gained attention, with social media leading the charge while news coverage initially lagged. Prime Minister Anthony Albanese and Opposition Leader Peter Dutton are tapping influencers to connect with younger voters—Albanese engages with Abbie Chatfield’s audience through values-driven storytelling, while Dutton targets young men with Sam Fricker's relatable podcasts. This reflects a broader shift from traditional media to platforms like TikTok and Instagram. Journalists are increasingly covering these influencer-driven moments, often focusing on the viral spread and political fallout. For instance, a viral February 13 video from an Israeli influencer accusing two NSW nurses of hateful comments dominated Australia’s news cycle, prompting swift political reactions. Coverage generally focuses on political responses, not the influencers themselves. This trend was also seen with Greens Leader Adam Bandt’s DJ event in Melbourne, where media noted his attempt to engage younger voters. The Australian Electoral Commission cleared Chatfield’s posts featuring Albanese and Bandt, highlighting the growing regulation of influencer political content. This focus towards viral moments over policy discussions raises questions about the impact on undecided voters and the evolving role of journalists in political engagement.
Influencers like Abbie Chatfield, The Juice Media, and Friendlyjordies are becoming central to the election rhetoric ahead of the 2025 Australian federal election. Chatfield, who faced scrutiny from the AEC, used her platform to rally support for the Greens, positioning herself against what she described as a Liberal media strategy to discredit influencers. Her posts, particularly defending her political involvement, have garnered strong support, with hashtags like #abbieisinnocent and #freeabbie dominating her comment sections. In contrast, some critics dismiss her political role, questioning her credibility. The Juice Media, known for its sarcastic takes on government policy, continues to challenge political narratives with irreverent content, resonating with younger, disillusioned voters. However, their approach also faces backlash from those who see it as too cynical or divisive. Similarly, Friendlyjordies critiques both major parties, particularly Labor’s stance on progressive issues, while encouraging followers to unite against corporate greed. His platform sparks heated debates, igniting both support and criticism.
Overall, these influencers are becoming polarising figures, amplifying political engagement while intensifying the ideological divide on social media, ultimately shaping the growing influence of social media figures in the election discourse.
Chatfield, a vocal supporter of progressive causes like Palestinian liberation and women's rights, has gained a strong following but faces criticism for oversimplifying political issues and for her perceived naivety, especially regarding preferential voting. Ferguson, who critiques colonialism and supports Palestinian liberation, is praised by supporters but criticised for lacking depth in her activism, with some accusing her of ignoring intersectionality. Friendlyjordies, known for satirical commentary, is admired for calling out political corruption, but his critics accuse him of bias towards Labor and oversimplifying complex issues. The Juice Media, using sarcasm to critique government policies, resonates with disillusioned young voters but alienates others who find their approach too cynical. These influencers contribute to a growing divide in Australian politics, mobilising progressive movements while deepening ideological rifts, as their content both challenges traditional politics and fuels polarisation.
Key issues like defence, the cost of living, and education are dominating political discourse and social media conversations. Global events, including Trump’s influence on international relations and trade, have sparked strong reactions, with Albanese facing backlash over Australia’s stance on Gaza and its defence ties with Israel. Meanwhile, Dutton’s comments on Ambassador Kevin Rudd and allegations of election interference have stirred tensions. On social media, debates over defence—highlighted by Indonesia’s denial of Russia’s military presence near Darwin—and cost of living concerns are intensifying. Education remains a key point of contrast, with Albanese’s Free TAFE policy gaining support while Dutton faces criticism for prioritising fossil fuel subsidies. Influencers are driving much of this engagement, but their role in amplifying already polarised narratives raises questions about whether they are truly reflecting voters’ concerns or deepening divides as the election approaches.
These conversations play out against a landscape in which social and news media have different - but overlapping - priorities. They’re driving debates on everything from education and nuclear energy to Trump-style politics and renewable energy. With the 2025 federal election on the horizon, stories sparked by creators — whether through critique, leaks, or commentary — are becoming part of the political media mix. It’s a shift that’s unfolding in real time, and one that’s reshaping how narratives break, spread, and gain momentum. But as these voices grow louder, one thing is clear: Are they truly amplifying the concerns of everyday Australians, or are they pushing further divides in a landscape already ripe with fragmentation?
The rise of influencers in the 2025 Australian federal election landscape
With social media platforms becoming central to political engagement, figures like Abbie Chatfield, Friendlyjordies, and The Juice Media are amplifying progressive causes and challenging traditional political narratives. But how significant is their impact? Are they genuinely influencing the election conversation, or is their influence more about their ability to capture attention and drive engagement? This […]
In Singapore, the rise of podcasting has shifted from entertainment and lifestyle into a new arena – public discourse and politics. As the 2025 General Election draws near, podcasters are making waves across online news and social media. To kick things off, we used Narrative AI, the first search engine for public opinion, to identify how large the global narrative on podcasts and their influence on audiences is in the last 6 months, using data from X.
We subsequently narrowed the focus of this global trend to Singapore and analysed on Pulsar TRAC more than 7k mentions across platforms like YouTube, Facebook, Reddit, TikTok, podcasts, Online News, blogs and forums to understand where the discourse is coming from, which channels are capturing the podcasters’ content and how audiences are responding to this content.
Mentions of podcasts in news and social media are growing
Social media is where the larger chunk of podcast conversation is taking place, specifically those episodes that feature a political figure, journalist or those that include healthcare-related discussions. The audiences that engage with these videos, majority being on YouTube, search for political credibility that resonates with them. Young Singaporeans watching these podcasts expect to see leaders who don’t just uphold the image of being a politician, but also someone who is grounded and trustworthy.
Youth and politicians' lives dominate podcast narratives
The audiences that consume these podcasts the most are young Singaporeans looking to participate in the conversation as much as they can. These audiences are being more proactive than ever.
With younger voters consuming media differently, these appearances are efforts by political candidates to connect with the public. Lawrence Wong, Josephine Teo, Indranee Rajah, and Desmond Tan, have used podcasts to communicate directly with the public – sidestepping traditional media filters.
Top podcasters on election-related content
When we focus on who the most mentioned podcasters around election content are, the Straits Times’ podcasts, the Daily Ketchup and Yah Lah BUT emerge on top. These podcasts have figured that the most discourse happens around content that’s either educational or controversial around elections. The public is actively responding to political content shared via podcasts, particularly those by The Straits Times and independent shows like Yah Lah BUT.
Satire and irony are key strategies to make politics palatable, especially for younger, digital-native audiences. The Daily Ketchup and Yah Lah BUT are blending serious topics like the GE2025, party agendas, healthcare, and opposition voices with humour that make them almost meme-worthy. Posts such as “PAP really said: ‘Trust me, bro’” TikTok clips show that these are genuinely made for content to go viral while retaining serious undertones too.
What’s interesting to note is that The Common Folks, with content in Malay and Indonesian, is tapping into a cross-border Southeast Asian audience and has some of the highest engagement on its content. Local slang, cultural jokes, and casual festive content like Raya greetings and songkok jokes have generated thousands of views, at times outperforming English-language political pods. This suggests a large, under-acknowledged appetite for vernacular podcast content that has a blend of humour and relatability.
Podcasts are no longer just background noise – they’re becoming one of the most relevant ways Singaporeans engage with politics. With high engagement on platforms like TikTok and YouTube, a wide spread of topics from youth issues to party politics, and growing presence in both mainstream and social media, podcasters are carving out a key role in shaping the GE 2025 conversation.
What is making podcasts stand out ahead of the Singapore GE2025?
In Singapore, the rise of podcasting has shifted from entertainment and lifestyle into a new arena – public discourse and politics. As the 2025 General Election draws near, podcasters are making waves across online news and social media. To kick things off, we used Narrative AI, the first search engine for public opinion, to identify […]
