In the days since Labour’s annual conference, party insiders have been sharing a word cloud produced by the pollsters More in Common, which shows the phrases voters most associate with Andy Burnham. Such polling is rarely flattering for politicians, and the prime minister’s version had its fair share of negatives. But one of the most prominent words in the cloud – and the one that has caught the imagination of Labour strategists – was “trying”.
At a cabinet away day at Chequers on Monday and a meeting for special advisers on Thursday, the idea that the government was doing its best to improve people’s lives – despite the difficult economic backdrop – was a golden thread. And if not, they’ll look for an alternative. We have to avoid the sense of things being out of our control.” A party strategist said: “Voters don’t want us to put our hands up in despair; they want us to roll our sleeves up.
They don’t want us to be helpless in the face of global stuff; they want answers.” But will this prime minister be able to provide them? At conference, Burnham set out his big vision for the future – on social care and the pensions triple lock, the EU and electoral reform. The party faithful lapped it up and polling suggested the “Burnham bounce” had continued.
But while Labour MPs are relieved to have a leader with a clear political direction, many worry that offering big promises for after the next general election will not be enough to scratch the itch for dramatic change. Downing Street believes part of the answer is what it describes as “everyday fixes” – cost of living measures that might not, on their own, amount to very much, but added up can make a difference and show the government is trying. Overseen by the No 10 policy unit and the Cabinet Office’s cost of living taskforce, each department has “incubators” where proposals are dreamed up.
Many are in the works, such as rules around car-parking apps and unbranded school uniforms. They might not grab the media headlines, but strategists say they pick up engagement online, with 85m views across all social platforms last week alone. There will be more announced in the two-and-a-bit weeks running up to John Healey’s first budget on 28 October.
But several admitted they had some qualms about the drumbeat of small interventions. Public control, tax, that is what we want to be able to point to as well as the everyday things.” Another added: “We need to tread carefully. We have very small interventions now and huge ambitions for three years’ time.
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