Political marketing strategy and voters concerns in the UK 2024 election

This chapter explores political marketing strategy and the responsiveness of the major parties, Labour and the Conservatives, in the UK 2024 election. It was in some ways a classic tale of the party which was the most market-oriented – Labour – won, and that which was least – the Conservatives – lost. The Conservatives failed to deliver on Sunak’s priorities or offer a fresh new product for another term. Labour understood and responded to voter concerns with 5 Missions and 6 First Steps, and were very careful to ensure their product was adjusted to be achievable, and adhere to a ‘changed Labour Party’ design was implemented effectively. However more detailed analysis also reveals significant weaknesses in Labour’s strategy. The communication of their product was weak as they focused more on criticising the Conservatives and problems than highlighting their own proposals and solutions. The result reflected dissatisfaction with other parties rather strong voter demand for what Labour offered. Both parties need to focus much more on delivery – appearing to and actually being able to deliver positive change in voters’ lives.