5 Things Nomination Day Signals About GE2025
Singapore’s Nomination Day for GE2025 (Wed 23 April 2025) revealed more than just line-ups. It signaled the start of a highly competitive campaign - and validated many of the underlying sentiments we've seen brewing in Blackbox’s own data.
Here are five insights that matter from Nomination Day, viewed through the lens of Blackbox’s own intelligence.
1. A Crowded Field Reflects Rising Demand for Alternatives
With 211 candidates contesting 97 seats - the most since 1963 - this election is shaping up to be a contest of ideas, not just incumbency. Multi-corner fights in places like Tampines GRC suggest a more pluralistic offering than past elections.
What Blackbox data shows: While Singaporeans are broadly satisfied with national direction (88% say the country is on the right track), many still want more choices. This aligns with growing favourability for Leader of the Opposition Pritam Singh (71%), whose approval has steadily risen - a sign that voters see credible opposition as essential, not optional.
Intelligence: Voters aren’t just voting for policy, they’re voting for balance. The high number of opposition candidates will be welcomed by those seeking stronger accountability in Parliament.
2. The PAP’s Leadership Renewal is on Full Display - but Still Under Evaluation
Nomination Day marked PM Lawrence Wong’s first election as PAP leader, supported by a visibly refreshed slate. With long-serving names like Teo Chee Hean and Heng Swee Keat retiring, the transition to 4G leadership is now complete.
What Blackbox data shows: PM Wong enjoys a 75% approval rating, but our Budget 2025 findings show a more muted sense of personal credit - only 53% attributed national progress to the 4G team and Wong’s approval rating has barely moved since his pre-PM days. Trust in the institution remains high, but the new leadership’s personal mandate is still forming.
Intelligence: The PAP isn’t just running on past performance. Wong’s team must now build emotional resonance and trust in their own right, especially with undecided voters (30% remain undecided).
3. The Worker Party’s Focused Approach May Win More Than Just Seats
Instead of over-reaching, the Workers’ Party is contesting fewer seats than in 2020 — but with surgical precision. Aljunied, Hougang, and Sengkang are defended, while battlegrounds like East Coast and Punggol are being pursued with familiar and tested faces like Yee Jenn Jong.
What Blackbox data shows: WP's brand remains strong, and interest in attending opposition rallies stands at 47%, suggesting voters are not just curious - they’re invested. Pritam Singh’s recent surge in favorability confirms the WP’s positioning as a constructive counterweight to the PAP.
Intelligence: Quality over quantity could be WP’s winning formula. Credible opposition is no longer niche, it’s mainstream.
4. Housing and Cost-of-Living Issues Will Dominate the Ground Game
Nomination Day speeches focused heavily on bread-and-butter issues, and for for good reason. Cost-of-living has remained the top concern for the six consecutive quarterly waves of SensingSG, and younger voters in particular continue to raise concerns around housing and wages.
What Blackbox data shows: While general optimism is up, only 54% say their personal finances improved in 2024, and financial confidence is lowest among younger and lower-income groups.
Intelligence: The party that offers believable, not just bold, solutions on affordability is likely to win swing votes - especially in marginal GRCs.
5. Political Rallies Look Set to Capture Public Attention
With rally schedules now live, Singaporeans are showing strong interest in physical campaigning.
What Blackbox data shows: 57% of Singaporeans plan to attend at least one rally — a clear signal of high voter engagement. This is especially strong among first-time voters and those aged 21–35.
Intelligence: The campaign isn't just digital. Parties that perform well on the ground, not just online, will build crucial momentum in the final days.
Final Word
Nomination Day didn’t just confirm who’s running, it confirmed what’s at stake. Singaporeans are heading into this election confident in the system, but not complacent. With high engagement, an appetite for diverse voices, and real policy concerns driving the mood, this election may turn not on loyalty - but on which party connects best with the realities of everyday life.
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