This page is taken from advanced material for the Liberal Democrat 2016 spring conference, in this case material sent out to commercial exhibitors, advertisers and similar:
The slogans used in party conferences paperwork usually come and go even more quickly than a chocolate bar left in the same room as me, so the precise wording shouldn’t be given too much attention – especially as this wording is a conference marketing decision rather than a wider messaging decision.
The overall direction, however, is more telling and comes at the same time as ‘Stronger Economy, Fairer Society’ has been removed from the party’s website. Mostly removed, that is.
The new wording is very much in line with the direction Tim Farron has been setting for the Liberal Democrats:
- the emphasis on being liberal,
- the focus on housing,
- linking environmental issues with economic prosperity,
- a clearly pro-European line, and,
- the prominence for issues that are top priorities for potential core voters for the party but not high up the agenda for the wider electorate.
The last point is the one which requires the most careful balancing act (though see also my doubts about housing).
Concentrating on issues that will help build up a larger core Liberal Democrat vote needs to be part of the party’s approach at the moment, as long as it isn’t done in a way that neglects the issues which matter most to voters.
As with linking the environment with jobs, the trick with issues such as civil liberties is also to link them with mainstream concerns.
What do you think of the sort-of slogan and list of policies?