The next step in building a Labour majority

The party must set out a handful of big, signature proposals that exemplify how and why it would govern.

It’s become well known that Labour’s solid lead in the opinion polls is down mainly to the backing of left-leaning former Liberal Democrats. This year, Ed Miliband has proved he can unite socially liberal, egalitarian voters and that there could be enough of them to carry him to Downing Street.

No doubt if Nick Clegg is ejected before 2015, some former Lib Dems will switch back. But it would take a huge reversal for the Conservatives to end up with a majority. In 2010, after all, they could not win despite a seven per cent lead over Labour. Commentators have been slow to catch up with the electoral maths, but in the year ahead the media will have to learn to write of Miliband as a conceivable, even probable, Prime Minister. The Labour Party, however, must not settle for the script the pundits are busy writing, under which it limps into office as a minority party dependent on others to govern.

Instead, in the twelve months ahead, Miliband must turn his attention to potentially sympathetic voters he’s failed to win so far, and there are plenty of them out there. Fabian research found that a quarter of British adults did not vote Labour in 2010 but are prepared to consider the party next time. Encouragingly, their views on the economy and public services are much closer to those of Labour than Conservative supporters. But only one-in-three of this group currently back Labour, despite Miliband’s lead in the polls.

Winning a convincing working majority will depend on attracting more of them over, especially two types of ‘Labour-ambivalent’: people who didn’t vote in 2010 and floating voters who liked Cameron, the man, not his party. These potential supporters are the least ideological of voters so the answer is not a turn to the right, a move which would simply alienate the support Miliband has already amassed. Instead Labour must do two things, re-learn the language of the doorstep and prove it has a plan for Britain.

Too few people will vote Labour if the party presents itself simply an empty vessel for their discontents with a shambolic government. Ambivalent voters will only be won round in sufficient number by a positive alternative and purposeful leadership. This requires Labour to offer substantive promises not just interesting ideas.

So the party needs to move on from talking ‘themes’, as interesting as ‘pre-distribution’, ‘the squeezed middle’ and ‘responsible capitalism’ may be to those of us who attend Westminster seminars. Instead, in the year ahead, Labour must set out a handful of big, signature proposals that exemplify how and why it would govern, what marks it out from the coalition and how people’s lives would change. The candidates for Labour’s plan include free childcare, a National Care Service, a living wage, a job guarantee scheme for the young or a huge housebuilding programme (each with credible funding plans attached).

Miliband’s model must be 1945 or 1979 when the winning party entered the election with a clear policy programme which captured the public zeitgeist but also heralded a rupture with the past. Making big promises may feel risky, but it also shows substance and decisiveness. These are the qualities which need to register with the millions of Labour-ambivalents. Miliband must remember that unless Labour defines itself early, it will offer a blank canvass for the Conservatives to define it in the worst possible light.

Alongside that, Labour needs to reassess how it looks and feels to the ‘ambivalents’. Today its spokespeople still sound like middle-ranking ministers, the parliamentary party a tribe of professional politicians. New Fabian research shows this is all a huge turn-off, especially to people who declined to vote in 2010.

To reconnect, Labour must reimagine itself as an insurgent force speaking for the people, not a political caste speaking at them. Shifting the tone of Labour politics will not happen overnight, which is why it needs to start now. MPs need to learn to listen more, practice the art of normal conversation, and prove they can make change happen in their own constituencies.

Miliband and those around him understand that the practice of Labour politics must change. Now to make it happen he must order his MPs to get out of Westminster, organise locally, listen better and speak ‘human’.

Andrew Harrop will be challenging Labour policy chiefs Jon Cruddas, Lord Adonis and Angela Eagle at the Fabian Society's “The Shape of Things to Come” fringe event this evening.

Ed Miliband waits to speak at the annual Labour Party conference in Manchester. Photograph: Getty Images.

Andrew Harrop is general secretary of the Fabian Society.

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Is there such a thing as responsible betting?

Punters are encouraged to bet responsibly. What a laugh that is. It’s like encouraging drunks to get drunk responsibly, to crash our cars responsibly, murder each other responsibly.

I try not to watch the commercials between matches, or the studio discussions, or anything really, before or after, except for the match itself. And yet there is one person I never manage to escape properly – Ray Winstone. His cracked face, his mesmerising voice, his endlessly repeated spiel follow me across the room as I escape for the lav, the kitchen, the drinks cupboard.

I’m not sure which betting company he is shouting about, there are just so many of them, offering incredible odds and supposedly free bets. In the past six years, since the laws changed, TV betting adverts have increased by 600 per cent, all offering amazingly simple ways to lose money with just one tap on a smartphone.

The one I hate is the ad for BetVictor. The man who has been fronting it, appearing at windows or on roofs, who I assume is Victor, is just so slimy and horrible.

Betting firms are the ultimate football parasites, second in wealth only to kit manufacturers. They have perfected the capitalist’s art of using OPM (Other People’s Money). They’re not directly involved in football – say, in training or managing – yet they make millions off the back of its popularity. Many of the firms are based offshore in Gibraltar.

Football betting is not new. In the Fifties, my job every week at five o’clock was to sit beside my father’s bed, where he lay paralysed with MS, and write down the football results as they were read out on Sports Report. I had not to breathe, make silly remarks or guess the score. By the inflection in the announcer’s voice you could tell if it was an away win.

Earlier in the week I had filled in his Treble Chance on the Littlewoods pools. The “treble” part was because you had three chances: three points if the game you picked was a score draw, two for a goalless draw and one point for a home or away win. You chose eight games and had to reach 24 points, or as near as possible, then you were in the money.

“Not a damn sausage,” my father would say every week, once I’d marked and handed him back his predictions. He never did win a sausage.

Football pools began in the 1920s, the main ones being Littlewoods and Vernons, both based in Liverpool. They gave employment to thousands of bright young women who checked the results and sang in company choirs in their spare time. Each firm spent millions on advertising. In 1935, Littlewoods flew an aeroplane over London with a banner saying: Littlewoods Above All!

Postwar, they blossomed again, taking in £50m a year. The nation stopped at five on a Saturday to hear the scores, whether they were interested in football or not, hoping to get rich. BBC Sports Report began in 1948 with John Webster reading the results. James Alexander Gordon took over in 1974 – a voice soon familiar throughout the land.

These past few decades, football pools have been left behind, old-fashioned, low-tech, replaced by online betting using smartphones. The betting industry has totally rebooted itself. You can bet while the match is still on, trying to predict who will get the next goal, the next corner, the next throw-in. I made the last one up, but in theory you can bet instantly, on anything, at any time.

The soft sell is interesting. With the old football pools, we knew it was a remote flutter, hoping to make some money. Today the ads imply that betting on football somehow enhances the experience, adds to the enjoyment, involves you in the game itself, hence they show lads all together, drinking and laughing and putting on bets.

At the same time, punters are encouraged to do it responsibly. What a laugh that is. It’s like encouraging drunks to get drunk responsibly, to crash our cars responsibly, murder each other responsibly. Responsibly and respect are now two of the most meaningless words in the football language. People have been gambling, in some form, since the beginning, watching two raindrops drip down inside the cave, lying around in Roman bathhouses playing games. All they’ve done is to change the technology. You have to respect that.

Hunter Davies is a journalist, broadcaster and profilic author perhaps best known for writing about the Beatles. He is an ardent Tottenham fan and writes a regular column on football for the New Statesman.

This article first appeared in the 05 February 2015 issue of the New Statesman, Putin's war