JAMAICA ELECTIONS | PNP Surges as Older Voters Rally: How Ten Days Shifted Jamaica's Election Landscape

Latest Don Anderson poll reveals dramatic momentum shift just days before election, exposing JLP's vulnerability with traditional PNP demographics

MONTEGO BAY, Jamaica August 31, 2025 - Ten days can be a lifetime in politics, and nowhere is this more evident than in the dramatic shift captured by the latest Don Anderson poll.

What was a statistical dead heat just two weeks ago has transformed into a PNP surge that should have Jamaica Labour Party strategists burning the midnight oil with just three days left before Jamaicans head to the polls.

The Great Demographic Awakening

The most striking revelation lies not in the headline numbers, but in the dramatic demographic realignment occurring beneath the surface. The PNP's resurgence is being driven by a political awakening among older Jamaicans that should terrify JLP campaign managers.

Between the early August poll and this latest survey, voter intention among the 45-54 age group skyrocketed by 10 percentage points to 67%—the largest single demographic swing recorded. The 55-64 cohort mirrored this surge exactly, also jumping 10 points to 64% likely turnout. These aren't marginal shifts; they represent a fundamental reactivation of the PNP's traditional base.

The timing is no coincidence. These surges occurred precisely after the PNP launched its manifesto on August 11—a document that appears to have successfully reconnected the party with voters who had drifted away during their wilderness years following the 2020 electoral massacre.

Youth Disengagement: A Warning for Both Parties

While older voters rally to the PNP's banner, Jamaica's youth are stepping back from the democratic process in troubling numbers perhaps due to a misunderstanding of the political process and very little knowledge of their constitution. Voter intention among 18-24 year-olds dropped 4 percentage points to a mere 35%, while the 25-34 cohort fell 2 points to 42%.

This youth disengagement represents a broader crisis of political legitimacy that transcends party lines. When barely one-third of young adults plan to vote, it signals a democratic disconnect that should concern both parties about the long-term health of Jamaica's political system.

The Gender Divide Deepens

The poll exposes a pronounced gender gap that adds another layer of complexity to election night calculations. Men have swung decisively toward the PNP, supporting the opposition 43% to 31.1%. Women, however, maintain their preference for the JLP at 38.7% compared to 32.4% for the PNP.

This gender split reflects different priorities and perhaps different responses to the parties' campaign messages. The PNP's appeal to male voters may indicate success with their economic messaging, while women's continued JLP preference could reflect satisfaction with social programs or concerns about continuity.

The Undecided Factor: 23% Still Hold the Keys

Perhaps the most crucial finding is that nearly one in four voters—23.1%—remain undecided. This represents a slight decline from earlier polling but still constitutes a massive bloc that could swing the election either direction.

Among these undecided voters, 17% cite lack of confidence in both parties as their primary concern—a damning indictment of Jamaica's political duopoly that suggests deep systemic issues beyond campaign tactics or manifestos.

What Changed in Ten Days

The transformation from dead heat to PNP lead didn't occur in a vacuum. The poll's fieldwork period coincided with several major political events: the aftermath of the PNP's manifesto launch, two major party rallies featuring significant policy announcements, and the first televised debate focused on social issues.

Political analyst Damion Gordon's assessment is particularly cutting: the PNP has successfully embedded "the view that the trajectory of macroeconomic growth has been exclusionary, that the Government is arrogant, that the prime minister has exhibited dictatorial tendencies, and that there are persistent and possibly credible corruption and integrity concerns."

This represents a devastating communications failure for the JLP. After nine years in power, their message of economic achievement isn't resonating with voters who feel left behind by macro-level growth.

The Million-Dollar Question: Outspent but Not Outmaneuvered

Perhaps the most remarkable aspect of the PNP's surge isn't the numbers themselves, but the context in which they've emerged. Social media commentary has been highlighting what many see as a David-versus-Goliath scenario: a ruling JLP wielding both massive private fundraising capabilities and the full machinery of government resources against a PNP that's been financially starved during nearly a decade in opposition.

The resource disparity is staggering and visible. JLP advertisements have saturated radio waves and newspaper pages with a frequency and reach that the cash-strapped PNP simply cannot match. Government-sponsored messaging about infrastructure projects, social programs, and economic achievements has blanketed traditional media, creating what amounts to a taxpayer-funded campaign supplement that the opposition has no equivalent to counter.

The implications are profound for Caribbean democracy. If established democratic norms suggest that better-funded campaigns typically perform better, Jamaica's voters appear to be writing a different script. The PNP's ability to gain momentum despite being vastly outspent raises uncomfortable questions about the effectiveness of money in politics and whether resource advantages are becoming less decisive in shaping voter behavior.

This dynamic also highlights a potential vulnerability for future incumbents across the region. If voters in Jamaica are demonstrating resistance to well-funded incumbent messaging, it could signal a broader Caribbean trend toward anti-establishment sentiment that transcends traditional campaign resource advantages.

The fact that older voters—traditionally more susceptible to sustained advertising campaigns—are leading the charge back to the PNP despite the JLP's media dominance suggests that message authenticity may be trumping message frequency in ways that challenge conventional political wisdom.

Election Day Implications: A Race Too Close to Call

The poll reveals an electorate that's simultaneously energized and alienated. Overall turnout intention has risen to 55.5%—a nearly 4-point jump—but this still represents historically low engagement for a general election.

For the JLP, the demographic trends are ominous. Their core challenge lies not just in winning back undecided voters, but in preventing further erosion among older demographics that traditionally form the backbone of electoral participation.

The PNP's momentum is undeniable, but fragile. Their 3.1-point lead exists within the margin of error, and with 23% of voters still uncommitted, election night could deliver surprises that no poll can predict.

What's clear is that after nearly a decade in power, the JLP faces an electorate hungry for change. Whether that hunger translates into actual votes on September 3rd will determine if Andrew Holness secures an unprecedented third term or if Mark Golding leads the PNP back to Jamaica House.

The next 72 hours will test whether polling momentum can overcome incumbency advantage in what promises to be one of Jamaica's closest elections in recent memory.