Sabah’s electoral map.
Politicians, stakeholders and ordinary citizens alike are waiting anxiously for Sabah’s next state election, expected to be called this year once the State Assembly is dissolved. The contest will unfold in an environment where social media have eclipsed traditional outlets as the primary source of information for many voters. With public trust in official news channels, particularly those linked to government, steadily eroding, unverified claims and competing narratives have taken centre stage. In this climate, political opinions are driven less by facts and data than by perception. These perceptions, even when disconnected from reality, exert powerful influence over voter sentiment and behaviour. Candidates would therefore be unwise to dismiss them, for they now shape much of the political battleground.
The upcoming Sabah state election is expected to be one of Malaysia’s closely watched political contests, not only for its potential to reshape the state’s political landscape but also for its broader implications at the national level. Beyond policy papers and statistical data, it is public perception, shaped by sentiment, narrative and lived experience, that will likely play the decisive role. Perception is a powerful force: it frames how we see reality, guides decision-making and often determines outcomes long before the facts are fully understood. Winning in Sabah will require not just sound policies but also careful management of the way those policies are seen, interpreted and felt by the electorate.
Sabah has long been perceived as a state with its own unique identity, a melting pot of cultures and a land rich in resources but equally beset by long-standing challenges in governance and development. It is this dual perception, of promise and of neglect, that colours much of the political conversation. With a population that is increasingly vocal about its needs and frustrations, the issues of contention in this election provide a clear lens into the aspirations, anxieties and demands of Sabahans and, crucially, into the way they perceive their leaders’ willingness and ability to act.
At the forefront of voter concerns is healthcare, an area that has consistently lagged behind in terms of both infrastructure and accessibility. A recent survey indicated that as many as 77 per cent of Sabahans consider healthcare to be “very important” in shaping their vote. This concern is predictable given that many rural communities continue to struggle with inadequate medical facilities, insufficient numbers of doctors and specialists and difficulties in reaching hospitals or clinics. The Covid-19 pandemic rendered these deficiencies impossible to ignore, searing into public perception the image of a state ill-prepared to protect its people. Today, voters expect not just promises but visible improvements such as clinics that are open and staffed, hospitals with functioning equipment and health workers who are adequately supported.
Their perception of whether leaders are delivering on this front will weigh heavily at the ballot box.
Closely tied to the way Sabahans view the state of the healthcare is the perception of economic hardship.
Rising food and fuel prices, coupled with inflationary pressures, have hit Sabah harder than many other states because of its geographical isolation and higher logistics costs. Approximately 76 per cent of voters cite the cost of living as a key issue, reflecting not just actual financial strain but also the sense that life is becoming unaffordable and that the government is seen as failing to ease the burden. Employment opportunities, or the lack of them, compound this perception. Many young Sabahans continue to migrate to West Malaysia or abroad in search of better prospects, fuelling the belief that the state lacks the ability to retain its own talent. This “talent drain” is not just an economic reality but a psychological one, feeding public scepticism about whether leaders can create sustainable jobs and reverse the trend.
Environmental protection is another area where perception plays a central role. Nearly three-quarters of respondents identify environmental issues as a major concern. Sabah’s forests and biodiversity are a source of pride, yet voters often perceive that these treasures are sacrificed for short-term economic gains through logging, mining or poorly planned development. This perception is especially strong among younger voters, who increasingly view environmental stewardship as a litmus test of leadership sincerity.
Campaign pledges to protect nature are now scrutinised through the lens of credibility, with voters asking whether they are genuine commitments or mere election-season rhetoric. The success or failure of policies in this area will depend as much on the way they are communicated and demonstrated as on the technical details of their implementation.
Infrastructure deficits such as chronic water shortages, erratic electricity supply, poorly maintained roads and patchy internet connectivity also carry symbolic weight. They are seen not merely as inconveniences but as evidence of neglect, reinforcing the perception that Sabah has been left behind compared to other states. Development project announcements close to elections are sometimes dismissed as attempts to buy votes rather than as genuine solutions, illustrating how perception can undermine even well-intentioned initiatives. For many voters, the state of infrastructure is not just a matter of comfort but of dignity; whether Sabah is treated as an equal partner in the federation or as a peripheral territory receiving second-class treatment.
Corruption scandals have further coloured public perception, with allegations involving bribery videos tied to leaders of the ruling Gabungan Rakyat Sabah (GRS) coalition eroding trust. Opposition parties have seized on these scandals, but they too are under scrutiny, as some have their own chequered histories.
What matters to voters is not just the facts of these cases but the way they interpret them, whether they see their leaders as credible, transparent and accountable. In this election, integrity will be judged not merely by court rulings but by public perception of moral character. Leaders who appear evasive or dismissive risk reinforcing negative impressions even if no wrongdoing is ultimately proven.
Questions of autonomy and the Malaysia Agreement 1963 (MA63) also loom large. While awareness of MA63 is rising, voters’ perception of its relevance varies: for some, it represents unfinished business and a measure of whether leaders are defending Sabah’s rights; for others, it feels secondary to more pressing economic and social issues. Nevertheless, its symbolic power is undeniable, shaping the way Sabahans see their relationship with the federal government and whether they believe the state is moving closer to genuine autonomy. Political parties advocating “Sabah for Sabahans” must therefore present more than rhetoric; they must offer practical, credible pathways to autonomy that reassure voters their promises will translate into action rather than mere empty slogans.
Another factor shaping voter sentiment is the long-standing issue of undocumented migrants in Sabah. For decades, the state has grappled with irregular immigration, with many locals perceiving it as a threat to security, jobs and even electoral integrity. This perception is deeply ingrained, often reinforced by reports of crime, social tensions and allegations of identity cards being issued improperly to non-citizens. As a result, calls for stronger border control, stricter enforcement and a comprehensive solution to the “illegals” problem have grown louder. For many voters, this is not just a question of policy but of fairness and identity, whether leaders are genuinely protecting the rights of Sabahans and ensuring that citizenship and voting rights remain intact. In this election, parties will be judged on whether they are seen to take decisive action on this issue, rather than merely offering promises that fade after the polls.
Political fragmentation and coalition fluidity add yet another layer to voter perception. Frequent party-hopping and unstable alliances have contributed to a sense of political volatility, with many voters questioning whether any coalition can provide stable governance. The ruling GRS coalition under Chief Minister Datuk Hajiji Noor faces the challenge of convincing voters that it can deliver consistency and results, while Pakatan Harapan (PH) in Sabah must overcome internal divisions to present itself as a credible alternative. Smaller parties like Warisan and Parti Kesejahteraan Demokratik Malaysia (KDM) must fight not just for votes but for relevance in a crowded field, where perception of strength, or weakness, can determine their survival.
Indigenous representation remains a potent force in shaping voter sentiment. For the Kadazan, Dusun, Murut and Rungus communities, the election is partly a referendum on whether their voices are being heard and their rights protected. The United Progressive Kinabalu Organisation (UPKO), under Datuk Ewon Benedick, is positioning itself as the unifying voice of the Momogun (indigenous people), seeking to shape perception as the party most committed to land rights, empowerment and reform. Whether this stand resonates with the voters will depend on their perception that such promises will translate into real influence after the polls.
Taken together, these issues paint a picture of a state at a crossroads, but it is the way Sabahans perceive these realities that will ultimately decide the outcome. Healthcare, cost of living, employment, environmental protection, corruption, autonomy, illegal immigration, infrastructure and indigenous representation are all filtered through the lens of public perception. In an era where narratives spread rapidly on social media and traditional trust anchors have weakened, perception is not just a reflection of reality, it is a force that creates its own reality.
The next Sabah state election will therefore be decided less by policy detail and more by which leaders can shape and sustain a perception of competence, integrity and commitment. This dynamic makes the contest not just a test of governance but of credibility. For candidates, success will depend not only on offering solutions but on convincing voters that those solutions are real, achievable and delivered with sincerity. In Sabah’s political arena, perception is not merely part of the story; it is the story, and it will be the decisive factor in determining who wins the mandate to chart the state’s future.
Footnote
Dr Richard A. Gontusan is a Human Resource Skills Training and Investment Consultant. Much of the content of this article is drawn from his conversations with fellow Sabahans whom he met at various social gatherings. His views expressed in this article are not necessarily the views of The Borneo Post.
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