The power of memes - for some

(This is not a comment on tax reform.)

We've all seen the 47% memes which spread like hantavirus on a antarctic cruise. These memes are spread by a digitally savvy, self-identifying group with a healthy sense of entitlement and (if they are lucky) something to lose.

Media loved it, dramatically amplifying their impact. We'd all like to start a similar wave. So why did the 47% meme take off?

Timing - the memes struck while the iron was hot.

They were visually sophisticated.

Their tone was cheeky, utilising a wry humour.

Their message was simple - the government was taxing start-ups, (and every tradie, personal trainer and mortgage broker) 47%.

Truth and nuance didn't particularly matter as the meme's creator admitted.

The memes focussed on the Prime Minister who is not popular - not the Treasurer or the government as a whole.

Other lessons & observations:

The government was very, very slow to counter the meme allowing people's understanding of a relatively complex and niche issue to be shaped by the complainants.

The government did not do the homework to educate people on the issue beforehand, nor their argument around taxing investments vs capital and how it relates to equity.

We are in a hyper febrile environment - feelings are everything, change is a threat, criticism has become personal and utterly irrational, nuance is dead.

Those who had been baying for the end of negative gearing were nowhere to be seen following the budget. That was a pretty big change but instead our heroic founders took the stage.

I see a far less successful campaign from NDIS participants who are also facing fundamental change.