With the Local Elections approaching the Conservatives are riding low in the polls and are heading for another wipeout. This is not particularly surprising given their achievement-free record. Some pundits are rightly asking who would still vote for them, given their failure to deliver any tangible improvements to daily life? I can speak with some authority on this, living in a seat that has been Conservative for 99 years and currently has a 20,000 majority (Sevenoaks). Let’s take a look at those who constitute the genuine hard core of Conservatives, who’d still vote that way even if Britain started a nuclear war and came off 2nd best . . .
The tax fetishist
In the Home Counties the social engineering wrought by an atomised, individualistic labour market with contractors and micro businesses has reached its logical conclusion. It’s a case of every man for himself and everything counts in large amounts. I know people who still think Gordon Brown is public enemy #1 because of his changes to the IR35 regulations. Tax matters, for some it’s the only thing that matters. During the coalition years these people were secretly very pleased as there was a slight income tax cut, Council Tax was frozen as was petrol excise duty. They still complain to me when the price of petrol goes up, but they know it would go up much, much more if Labour were in power. What’s in their pay packet and how much is deducted defines their politics. These are the people who kept the Conservative vote up in 2015 while the Lib Dems vote collapsed – austerity was for other people, low taxes were for me.
The benefits obsessive
The benefits obsessive is perhaps the most malevolent manifestation of the class system at work. Rabidly anti-Welfare State, they regularly get on a high horse about the fact that they know people who are out of work, claiming benefit and ‘aren’t looking hard enough for work’. Apparently this is a bigger problem than the guys from the rough end of my area who are in prison for murder, arson, people smuggling or GBH. Like many people who are prejudiced they know little about the subject matter or the scale of the ‘problem’, when pressed they don’t know how many people are out of work and claiming benefit, and throughout history they remain ignorant about the numerical value of Unemployment Benefit/Jobseekers’ Allowance or Universal Credit (a maximum of £77 a week if you’re over 25, a King’s Ransom eh). Judging those not in work, or maybe even those in part-time work receiving some benefits is psychologically very satisfying for some, and they will gloss over the fact that throughout history it’s been incredibly difficult to reach a state of ‘full employment’ (defined by Beveridge as 3% or under) – during the last 100 only the 1945 – 1965 period could be classed as such and that had a lot to do with receiving Marshall Aid at the time. Capitalism invariably involves success and failure, the kind of failure that involves bankruptcy or downsizing of firms. That doesn’t compute with the benefits obsessive, it’s always YOUR fault if you’re out of work.
The house price bore
They say the seeds of defeat are sown in the moment of victory – that was certainly the case with New Labour and its approach to housing. In the 1990s Tony Blair was rightly focussed on crossing over to the C1, B and A social classes and that included people with mortgages or owned their house outright. His overtures to these demographics was successful at the time, but turned out to be very naive, allowing the social housing sector to atrophy away during his tenure. I guess Brown and Blair hoped homeowners would continue to vote Labour and on the face of it why wouldn’t they? Interest rates were low and house prices went up the whole time they were in power – it was a good time to own a house. The problem for opposition parties in the last few years is that householders now attribute ever rising prices to the Conservatives, the social housing sector has shrunk and people in the private rented sector move so often they are hard-to-reach and their turnout is low. A few years ago after the famous planning policy reset suggested my area should add 13,000 new homes a farmer applied to build 800 homes on a Greenfield site. In 40 years of living here I’ve never seen a campaign remotely like it – the posh village next to the site was apoplectic with rage. While many pretend to care about removal of green space, it’s really code for ‘chip away at the value of my house over my dead body’ – that’s the root of the ultra-NIMBYism that exists in the Green Belt, the force is incredibly strong and probably always will be. You might own an average-sized house, built in a standard architectural style with not much garden but it’s worth £650,000 because it’s 5 minutes away from the train station that goes to London and By God that inflated price makes you feel important!
The social climber
Perhaps the smallest group out of the hardcore but the most zealous – there’s nothing quite like a Conservative whose kids are the first generation from their family to go to a Public School. Like the tax fetishist, there is an element of monomania about them – their finances revolve around school fees, school fees and more school fees. It’s the only thing on their mind. Never mind that there are perfectly decent state schools where they live, delivering high 11+, GCSE or A Level pass rates, only the local prep school and follow on fee draining secondary school is good enough for little Timmy and Emily. I realise that not everyone who goes to Public School is authoritarian or sides with the forces of wealth and privilege all the time, however giving your kids something that you didn’t have yourself is a tremendously emotive and important act that translates into fanatical loyalty for the party of the Public School (even if there is a hierarchy within the Public School bracket meaning Etonians, Harrovians, and Wykehamists look down on those who went to Bedales, Ampleforth or Repton).
What does a good insight into these groups tell us? Recently my own party the Lib Dems has targeted the Blue Wall with two approaches – highlighting the failure of the NHS, a public services play, and a poster pointing out the god awfulness of Lee Anderson, a rare foray into identity politics. Neither of these will resonate with the Conservative hardcore – that’s okay because they’re aimed at soft Tories and floating voters, the groups that are most likely to switch anyway. But what if you could peel off hardcore Tories too? What would work? You have to know them, know what their concerns and priorities are and beat the local Tory party by parking your tanks on their lawn – the pocketbook lawn. The tax obsessives and benefits fetishists are currently unhappy – they’re unhappy with economic mediocrity and rising inflation in the same way you are. They’re counting up the cost of rising utility bills, food inflation and rising mortgage payments the same as everyone else. If you can persuade parts of the hardcore that they could have it so much better by voting elsewhere that really would be a death knell for the Conservatives this year and next.