Milly Rose Bannister made headlines after being labelled an “influencer in activewear” following her participation in a Federal Budget lock-up at Parliament House, marking the first time new media figures, including influencers and podcasters, were invited to the event. Traditionally dominated by established media and experts, this year’s budget discussion featured Bannister and a select group of content creators, highlighting a shift in communication channels to engage with younger Australians, particularly Gen Z and Millennials.
Bannister, a prominent advocate for youth mental health as the founder of the charity ALLKND, expressed that younger generations are increasingly turning to trusted online voices for news and insights, bypassing traditional media. During her time in Canberra, she aimed to articulate how the budget will impact young Australians and those experiencing mental health challenges. Other attendees included finance-focused creators and podcasters, each with an audience eager for insights on economic decisions that directly affect their lives.
The creators were held to the same standards as their mainstream media counterparts, surrendering phones and adhering to strict protocols while processing the four-hour budget lock-up. Bannister emphasised the importance of translating complex political language into accessible content, underscoring a mission to bridge the gap between conventional journalism and the new social media landscape.
As the political climate evolves, it is evident that social media plays a substantial role in contemporary Australian politics, especially with the prospect of the upcoming election in view. Prime Minister Anthony Albanese and Opposition Leader Peter Dutton have even launched their TikTok accounts to capture younger voters’ attention, acknowledging the growing significance of social media as a news source—especially for Gen Z, who predominantly rely on these platforms for information.
Both Bannister and her peers recognise their influence and responsibility in shaping perceptions and mobilising discussions about critical socio-political issues, from economic challenges to health matters. They hope to be seen as more than just ‘content creators’, but as vital contributors in fostering discourse and reaching informed decisions.
Bannister pointed out that this recognition signifies a broader shift in power dynamics within political spaces, as traditional institutions adapt to include new voices. As young Australians look to these creators for guidance on matters that affect their lives, the inclusion of new media at such significant discussions ensures that the insights and concerns of the younger demographic are heard and represented.