Reform and Information Shaping – Lessons from the 2022 Australian Federal Budget

Help, assistance, relief, support – whatever you call it, this is intervention designed to make a positive impact in someone else’s world. The Australian 2022 Federal Budget was designed to do just that, following two and half harrowing years of Covid.

Right now, there is no shortage of economic and political commentary on the merits of the various policies. There is however another lens through which we can consider this budget – the skill of packaging and shaping information.

Just as formulating the structure, composition and timing of political policy is an art form, so too is how we work with and engage our stakeholders. Success or failure so often hinges on our ability to effectively cut through, decode and message a strategy that resonates with our audience.

Here are four lessons that we can learn from the 2022 Australian Federal Budget that will help us better connect and communicate with our stakeholders.

1. Help where it hurts

Tapping into deep pains and unfulfilled opportunities is sure to capture the attention of your stakeholders. If you truly understand their deeper pains, and then offer services that address the need, you’ll be sure to find a receptive audience.

This years budget saw the government do just this. Following the ravages of Covid there has been a focus on three deep pain points – mental health, age care and domestic violence. This Budget sought to mend what’s most broken.

  • $547 million will be provided in mental health services
  • $468 million to be supplied in age care to fund, amongst other initiatives, 80,000 additional home care packages and 33,800 new training places for age care workers
  • $1.3 billion has been allocated to ending violence towards women and children

2. The little fish are sweet

As the saying goes ‘the little fish are sweet’. Said another way, the smaller considerations and the unexpected surprises, these are always warmly received.

We can find small and sweet fish in business too. You may have a service or process that you believe is straight forward and of little significance – and yet that same service can be attention grabbing for a stakeholder, providing the precise surgical help that’s needed. So don’t devalue the little things you do.

In this budget, the Government sought to help the taxpayer on a personal and immediate level.

  • 50% reduction in the fuel excise
  • a one-off cost of living tax offset of $420
  • a cost-of-living payment of $250
  • reducing power bills

3. Defend what matters

There are times where we need to defend our stakeholders from perceived or looming risk. At times this risk is from others, on occasions they are the risk to themselves. To courageously defend them is to win their respect, since now they know you are there for them.

The 2022 Budget did not hold back when it comes to taking a stand on the protection of life as we know it in Australia. In addition to the already committed $270 billion over 10 years to improve defence capability, there will be;

  • $38 billion provided to boost the Defence workforce by 18,500 personnel
  • $10 billion for future naval infrastructure
  • $3.5 billion for Abrams tanks and armoured vehicles
  • $9.9 billion in increased intelligence and cyber capabilities and
  • Development of a sovereign defence industry

4. Remove the bottlenecks

Bottlenecks will cause our stakeholders angst and frustration. Sometimes they can fix them, often they cannot – because if they could, they would. More than just identifying the pinch point, it will often fall to you and your service to provide the help that releases the pressure and reengages forward momentum.

This year, the Federal Government is taking action to ease the pressure on transport infrastructure and straining supply chains.

  • $17.9 billion earmarked in infrastructure to alleviate congestion
  • $3.1 billion to the Melbourne Intermodal Terminals to get trucks off the roads
  • $2.7 billion for faster rail in South-East QLD
  • $2.3 billion for the North-South Corridor in SA

The 2022 Budget comes in an election year. This year more than others the Government needs to get the message right as election day will be the ultimate test. In business, every year is an election year. Clients choose to buy what you sell, or not. Stakeholders elect to engage with your team and services, or leave you out in the cold. The results you experience will be determined by how well you engage and interact with your audience. Perhaps now is an appropriate time to consider if your stakeholder interactions would be worthy of winning the ‘election’ of their support and acceptance.



Synthesis Group is Australia’s leading cultural reform experts, with a specialisation in capability uplift that empowers corporate service teams. We believe all teams should be able to demonstrate their true worth and value.

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