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The need for vocational education to respond to demand-side factors has become a key policy goal for vocational education in Australia. However, what comprises the demand side has not been critically appraised. Assumptions that only industry and enterprises comprise the demand side are questioned by the legitimate claims for inclusion by regions and individuals. Taking this more inclusive definition of the demand side of vocational education, the outcomes of a study that investigated the changing relationship between industry and enterprises are reported. It also mapped the needs of the four client groups. Identified are both commonality and difference in these needs, some of which are not readily reconcilable within an enterprise or industry-led vocational education system. Means for reconciling the needs of the client groups within curriculum development are discussed, as are some supply-side considerations.