Ed Miliband’s ‘New Generation’ offers Labour renewal

From a communications perspective Ed Miliband’s inaugural speech as Labour leader provided a number of unique challenges. The need to appease members yet reach out to the wider public; to celebrate the achievements of New Labour while demonstrating an understanding of why the electorate turned away from the party; and the balancing act of showing consistent values while offering a new vision and a sense of renewal.

In this regard, his speech ticked most boxes. Opening with the time-honoured political back story and introduction to his political education, this was of course of greater importance given his relative anonymity among the electorate. Tribute was paid to the way New Labour challenged established thinking but there was also recognition of the movement’s stagnation, with a line skilfully drawn under the contributions and legacies of both Brown and Blair. Popular left of centre policies were mentioned both explicitly and in passing, including an increased bank levy and the aspiration to introduce a living wage. Predictably such statements were met with rapturous applause and followed a simple conference rule – it is hard for the wider public to react well to a conference speech if the audience present is not sufficiently enthused.

Floating left-of-centre voters and disillusioned Lib Dem voters were targeted with Miliband’s confirmation he would vote for the Alternative Vote system and his rejection of the Iraq War as a mistake the party should be honest about. Of course, doorstep issue politics weren’t missed altogether, and Miliband was at pains to demonstrate an understanding of the concerns of the electorate. This included the issue of immigration and the need to be honest with the public over its affects on communities.

Perhaps the most significant term used throughout the speech was “new generation”. Ed Milband regularly spoke of belonging to this new generation, and peppered his speech with the phrase to variously demonstrate a break from New Labour, a youthfulness and a distinction between the so called pessimism of the Coalition Government and the optimism of a rejuvenated Labour party.

Even more fundamental however was the speech’s skill in delivering an absolute essential of political communications, that is ‘Define your enemy before he defines himself’. David Cameron was described as a pessimist, using the economic climate as an excuse to deliver ideologically driven cuts to public services. Although an obvious criticism, it was tempered with a previous recognition that Miliband would not oppose cuts for the sake of it. Describing himself and the Labour party as optimists, Miliband moved into the territory Cameron seemed to originally fix on when he became leader of the Conservatives. Since then of course, the Coalition has been at pains to soften the public to the necessity of funding cuts. Importantly, Ed Miliband also moved to prevent himself from being defined as part of the ‘looney-left’. His almost scornful dismissal of his newest press moniker ‘Red Ed’ could point to a willingness to address the media with a more confrontational approach in future.

So where will this leave the party and its audiences. There’s little doubt that it was a largely popular speech among members and that voters inclined to move away from the Lib Dems will have been impressed. The trade unions and far left may have been less pleased with comments on preventing “irresponsible waves of strikes”. Financial services will have delivered a collective shudder at some fairly robust language discussing wages in the City while the higher education sector will no doubt follow with interest Miliband’s support of a graduate tax. The issue of 'equality' will make a few business audiences nervous too. This wasn't just expressed as a desire for equality of opportunity, but the desire to address disparities in wealth. It played well to conference, but will be played back as a desire to punish success. Miliband has to be sure that the public at large have the same 'bad guys' in their sights.

For the wider public, and those voters thoroughly unimpressed with the legacy of New Labour, it may be a harder sell. Miliband’s desire to drag the centre ground towards the left rather than move the party onto this ground was in evidence and won’t be missed by voters with a differing political compass, particularly social conservatives. His speech offered a sound introduction to an unfamiliar face, but he will undoubtedly need to include refined messages if it is to appeal to this significant section of the electorate.


John Hood, Linstock Consultant
 
http://www.linstockcommunications.com/