WIN’s Rise Forces Political Rethink-Norton, Hughes Acknowledge Voter Shift After Sept 1 Elections

The unexpected success of the newly formed We Invest in Nationhood (WIN) party in the September 1, 2025 General and Regional Elections has prompted major parties to confront shifting political loyalties and changing voter expectations.

WIN, led by businessman and philanthropist Azruddin Mohamed, captured national attention with a campaign that blended charity work, youthful energy, and a high-profile image — a mix that resonated particularly with younger voters.

“The whole concept of a philanthropist who definitely had the financial wherewithal and had the interest to reach out to people in need in Guyana was a major factor… we give Jack his jacket,”
— Cathy Hughes, Alliance for Change (AFC) Executive Member

AFC: Small Groups, Big Impact

Hughes credited Mohamed’s “star boy” public persona and community outreach as critical to WIN’s appeal, especially among young people. Unlike traditional campaigns, WIN focused on smaller, community-based engagements rather than large political rallies.

“Smaller groups are what are working. Unfortunately in Guyana, there continues to be a high level of fear. So people didn’t want to be seen associated with any political party,” Hughes explained.

The AFC, she said, recognises the need to rebuild its youth base.

“Our youth group has not been as strong as it used to be many years ago. We met some very exciting young people in the last two or three months of the campaign. I hope we can hold on to them and have them lead the way.”

APNU: A History of Disruption

The A Partnership for National Unity (APNU) Leader Aubrey Norton acknowledged the partnership lost ground to WIN and drew historical parallels to earlier political upsets.

“It’s not the first time, it’s not the second time, it’s the third time,” Norton said. “It has happened under the leadership of Forbes Burnham, under the leadership of Robert Corbin, and now under my leadership.”

He pointed to past elections, including the emergence of the United Force in 1961 and the AFC in 2006, as examples of new parties shaking up the status quo.

In the 2006 General and Regional Elections, Robert Corbin’s People’s National Congress Reform (PNCR) suffered a crushing blow, managing just 22 seats in the National Assembly—down from 27 in 2001. That election also marked the dramatic rise of the Alliance For Change (AFC), which burst onto the political scene with 5 seats, fracturing the traditional two-party stronghold and drawing significant support from both the PNCR and PPP/C.

Back in the 1961 general elections, Forbes Burnham’s PNC secured only 11 seats, while Cheddi Jagan’s People’s Progressive Party (PPP) claimed 20 and formed the government. The newly formed United Force (TUF) picked up 4 seats, positioning itself as a pivotal third party. Although the PPP received just over 42% of the popular vote, the PNC and TUF combined for a majority share—exposing glaring inequities in the first-past-the-post system and igniting calls for electoral reform.

Fast-forward to 2025, and under Aubrey Norton’s leadership, APNU experienced one of its worst defeats in political history—slumping to just 12 seats, a staggering loss of 19 from its 2020 total of 31 when it was a coalition with the AFC. When measured against the setbacks under Corbin in 2006 and Burnham in 1961, Norton’s 2025 loss stands out as the most severe collapse of opposition support in a general election to date.

Norton suggested that APNU’s traditional base may be signaling openness to new political leadership. However, a poll taken earlier this year credible regional organisation poll, reported by Village Voice News in March 2025, found that 62% of Guyanese believe the country needs a new national leader, while only 38% want to retain current leadership. Within the opposition, the poll showed 69% reject Aubrey Norton continuing as leader of the A Partnership for National Unity and Alliance (APNU+AFC) coalition.

“We have to review how we operate with new parties, understand the phenomenon, and develop strategies and tactics,” was Norton’s response to WIN’s emergence. 

Granger’s Warning: Principles First, Not Personalities

Former President David Granger had earlier warned that coalition negotiations and party strategies should be grounded in principles, not personalities.

“Negotiating parties need, first, to agree on the core principles for collaboration before clamouring for prestigious positions and political office,” Granger told Kaieteur News back in June, when the AFC and APNU were experiencing schisms in forming a coalition to contest the September Elections. 

He emphasised that strong policy platforms — not flashy campaigns — were key to national progress. The coalition never materialised and the two forces that contested as one in the 2015 and 2020 Elections, went solo in 2025.

Granger also advised against relying on social media campaigns alone:

“Parties must travel, communicate continuously and convincingly with the electorate countrywide, reinforce their constituency organisation and mobilisation, and carefully identify and nominate candidates who are supported by their communities,” he said.
“City-bound parties and politicians are unlikely to do well in the wider electorate.”

Internal Review Underway

Norton confirmed that APNU has launched internal consultations to assess the election outcome. However, he avoided setting a specific legislative agenda, citing the need for the party’s new parliamentary team to deliberate first.

“The only thing I will insist on in this parliamentary group is discipline as it relates to the party,” he stated.

He also responded cautiously to criticism, including calls for his resignation by former Finance Minister Winston Jordan, saying he would not “go down that road” publicly.

Looking Forward

Despite the setback, Hughes believes the AFC can remain relevant by using its professional networks and NGO partnerships to reach young voters and support community development.

“For most members of the AFC, there was life prior to politics and there is life after,” she said, referencing her work with Women Against Violence and youth skills training programs.

As both major opposition parties take stock, the clear message from voters is that authentic community engagement and a modern image now carry more weight than ever before in Guyana’s evolving political landscape. Noton has, however, acknowledged the importance of understanding how their support base has shifted and adapting to it.