This election is about one thing: the economy. Forget about fine-tuning the message, or looking for hunks of red meat; forget about the grid of daily policy announcements; forget about whacky alternative agendas like it’s all about local stuff or the nature of democracy. Politicians and journalists have to find something to say each day, but there’s just one solid issue that dominates this election, and it’s the same old one as usual: how secure do people feel about the future? How competent do the leaders seem for dealing with the hazards ahead?
As a pollster, I’m often asked who will win, as if maybe I have access to some secret numbers. There are no known numbers that predict the future, unfortunately; all we can see is that as some numbers move, others move in harmony, and we guess those are related. As confidence in the economy increased, Labour’s perceived competence went up too, and the Conservative lead shrank. It seems reasonable to suppose one thing drove the other.
All the fuss about Brown’s bullying and Ashcroft’s millions have made no difference to the opinion polls. This isn’t, I think - as Danny Finkelstein suggests - because people now have a different relationship to the political establishment: it has always been the case that the things which obsess politicos are barely perceived by the voters, and valued even less. Maybe people today are more cynical than before, but they’ve always been wise to the irrelevance of professional message-tweaking. It may seem an affront to those who spend every hour worrying about these things, but the political class has very little control over its world.
People feel the economy – the environment in which they daily struggle to stay ahead - got a little better but is still highly fragile. It makes them nervous; it makes them unsure whether they really do want change or not. Elections turn around stable heuristics, not complex analysis. Labour seems to have decided that the appropriate message is, “we are competent, the others are inexperienced and unreliable”. The Conservatives have plumped for, “If you do want change, we are safe, and you don’t have to hold your noses when you vote for us.” Seems sensible on both sides. There’s probably not a lot else they can do.
Well, there is one thing. While neither voters nor politicians seem too interested in having an enlightened policy debate, nevertheless the fact is that the winner will still have to have a plan for what they do after May 6th. I’m pleased by the growing evidence of behind-the-scenes deep thinking at CCHQ on the challenges ahead (readers of CH will know of my enthusiasm for the PBA stuff, for example), but don’t expect that to play much of a role in the campaign.
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