Why PAP Had a Landslide Victory in Singapore's 2025 General Elections

🎯 What PAP did:

At rallies and press appearances, Prime Minister Lawrence Wong repeatedly warned of "turbulent weather" ahead—global instability, economic risks, and social challenges—and framed the PAP as the “steady hand” Singapore needed to steer through it. Through these phrases, he highlighted the uncertainty that lies ahead. He cautioned against "political experimentation" and presented stability as the safest option.

🧠 Psychological Principle:

Uncertainty Aversion: When the future feels unclear, people avoid risk. In today’s climate of global economic instability (like shifting tariffs and international tensions), that aversion only intensifies. 

For many voters, sticking with the ruling party felt like the safer choice.

Status Quo Bias: People naturally prefer what they already know, especially when faced with ambiguity. 

In this case, they prefer familiar choices, like the ruling party, especially during uncertainty. This also worked for the opposition party, as Worker's Party entrenched its positions in Aljunied GRC, Sengkang GRC and Hougang SMC. 

✅ Lesson for Businesses:

During uncertain times (like economic downturns or industry shifts), customers crave reliability. They don’t want flashy—they want safe.

If you’re introducing something new, show how it complements existing habits rather than disrupting them.

Position your offering as a safe, logical next step—not a risky leap.

Instead of “Here’s a whole new way to do X,”

Say: “Here’s a smarter way to do what you already trust—just better.”

🎯 What PAP did:

In Punggol, the PAP sent Deputy Prime Minister Gan Kim Yong, Singapore’s chief trade negotiator, to contest a hotly contested seat.

The message? Losing him would mean losing Singapore’s advantage on the global stage.

🧠 Psychological Principle:

Loss Aversion: People are more motivated to avoid losses than to chase equivalent gains.

In this case, voters were more motivated to avoid losing an experienced minister than to risk voting for the opposition.

✅ Lesson for Businesses:

Instead of just highlighting benefits (e.g. “Save time!”), point out what your customer risks losing by not choosing your service:

• Missed growth opportunities

• Wasted time on ineffective methods

• Lost competitive edge

Instead of: "Let us help you grow your business."

Say: "Most small businesses waste over $5,000 a year on marketing that doesn’t work. We help you stop that."

Because people are more motivated to avoid losses than to pursue equivalent gains, highlighting what they stand to lose—time, money, or results—makes your message more persuasive.

🎯 What PAP did:

The PAP didn’t just send any MPs into contested seats—they sent heavyweights. They fielded the DPM, the second highest political office, in a hot seat to signal strength and build trust.

Former Prime Minister Lee Hsien Loong and PM Wong campaigned in key battlegrounds like Tampines, Sengkang and Punggol, where they were not even contesting.  

🧠 Psychological Principle:

Authority Bias: People are more likely to trust and follow those they see as experts, leaders, or respected figures.

✅ Lesson for Businesses:

Show your authority by:

• Highlighting credentials or experience (“15 years in public sector behavioural research”)

• Sharing endorsements from respected clients or public figures

• Display awards, certifications, or “As Featured In” logos

• Post case studies with real results

Read this blog post on how you can utilise authority bias to boost your brand's identity and sales. 

🎯 What PAP did:

To reach the younger Gen Z voters, PM Wong didn’t just rely on speeches and newspapers. He showed up on podcasts like The Daily Ketchup and Yah Lah But, chatting about secret group chats, his MBTI, and his views on social issues. This made him appear more relatable and "one of us."

🧠 Psychological Principle:

In-group bias: People are more receptive to messages from those they see as part of their group. 

By showing up in familiar spaces and speaking their language, PM Wong signalled he understood the younger generation, making his message more persuasive.

✅ Lesson for Businesses:

Stop shouting in the wrong room.

If your audience lives on Instagram Reels, showing up on LinkedIn won’t move the needle.

If they trust friends over ads, forget hard-sell tactics—start building social proof they actually care about.

Speak their language, show up where they are, and watch your message land.

Not sure who your target audience is? Let’s figure it out together. Book a free consultation and discover how we can grow your business with the right strategy.

🎯 What PAP did:

To offset the impact of the GST hike, the 2025 Budget included CDC vouchers, utility rebates and cash for households to be rolled out over the year. These weren’t promises, they were gifts in hand that voters could use now.

🧠 Psychological Principle:

Reciprocity bias: People feel obliged to return favours or kindnesses received. 

When people feel the government has taken care of them, through support schemes or stability, they may feel a sense of obligation to “return the favour” at the ballot box.

✅ Lesson for Businesses:

Don’t wait for the sale to show your value.

Give first.

Whether it’s a helpful blog, a free consult, a follow-up that shows you actually listened, or a small welcome gift.

When people feel you’ve helped them before they’ve even paid you, they’re far more likely to choose you.