What happened?
Voters punished Labor for lack of competence, compounded by the Queensland, and particularly NSW state Labor governments.
Changing leaders from Rudd to Gillard only confirmed the voters' perception of lack of competence from the government. As Gillard was involved in decisions during Rudd's leadership, Gillard could not distance herself from the decisions during the election campaign. Voters forgot that many of the decisions were made in the name of stimulus against the backdrop of a global financial tsunami.