It's time for the Tories to go beyond deficit reduction

Cameron must use his speech this week to promote growth and job creation.

Over the next week, David Cameron will want to portray an image of strong leadership and firm resolution to the party and to the country. They will want to be reassured that the Government has a grip on the multi-faceted social and economic issues that the UK faces. And he will need to make clear that the Government understands the day to day concerns of ordinary people and is prepared to take decisive action to meet these concerns.

He also faces the challenge of broadening the Conservative appeal and moving the party's message from a negative one of deficit reduction to a more positive one of economic growth and job creation.

More than anything else, this week's Conservative conference, and David Cameron's speech in particular, needs to spell out what the Government's plans are to boost jobs and deliver growth.

Twelve months ago, when the Conservatives met in Birmingham, there was a feeling that implementing a deficit reduction plan had got the hard economic spadework out of the way. Now, with stuttering growth and rising unemployment, it is becoming clear that a deficit reduction plan is only a small, albeit necessary, part of an economic strategy.

The Tories will need to reassure the party faithful and the country at large that they have a coherent plan for growth and job creation and that the UK is well placed to ride out the continuing global crisis. Cameron will need to set out a passionate belief in reforming the economy to create jobs and tackle economic insecurity.

Such a plan for growth needs to include bold measures to encourage enterprise and job creation, further develop infrastructure, and pursue bold reforms to the planning system and the labour market. The Government also needs to take more radical steps to reform welfare and increase incentives to work, through promoting more conditionality and reciprocity in the system.

A conference focused on jobs would help the Conservatives address one of their fundamental political difficulties. Recent research for Lord Ashcroft showed that only 27 per cent of voters polled believe that the Conservatives are "on the side of ordinary people." The party needs to set out that it is on the side of ordinary people and will be taking measures to address their everyday concerns.

By setting out a strategy for jobs, Conservatives will begin to reach out to the ordinary voter worried about job security and the rising cost of living. Emphasising job creation and measures to help low and middle income earners squeezed by the economic situation would help Cameron to show that his Government is in touch with the real concerns of ordinary voters.

Whilst showing that he understands the needs of ordinary voters and is taking measures to boost growth, the Prime Minister must also carve out a more hopeful and positive message, against a difficult backdrop. He needs to make clear what the Government is doing to change the country for the better and that his party remains a positive and progressive one.

This might include setting out how reforms, in education for example, will improve outcomes for those from more deprived backgrounds. He also has to make clear that progressive reforms, from the pupil premium to gay marriage, aren't just Liberal Democrat inspired.

This party conference isn't set against an easy political or economic backdrop for the Conservatives. It is, however, their chance to set out a positive vision, with a broad appeal, of growth, reform and greater opportunity.

David Skelton is deputy director of Policy Exchange

 

David Skelton is the director of Renewal, a new campaign group aiming to broaden the appeal of the Conservative Party to working class and ethnic minority voters. @djskelton

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The footie is back. Three weeks in and what have we learned so far?

Barcleys, boots and big names... the Prem is back.

Another season, another reason for making whoopee cushions and giving them to Spurs fans to cheer them up during the long winter afternoons ahead. What have we learned so far?

Big names are vital. Just ask the manager of the Man United shop. The arrival of Schneiderlin and Schweinsteiger has done wonders for the sale of repro tops and they’ve run out of letters. Benedict Cumberbatch, please join Carlisle United. They’re desperate for some extra income.

Beards are still in. The whole Prem is bristling with them, the skinniest, weediest player convinced he’s Andrea Pirlo. Even my young friend and neighbour Ed Miliband has grown a beard, according to his holiday snaps. Sign him.

Boots Not always had my best specs on, but here and abroad I detect a new form of bootee creeping in – slightly higher on the ankle, not heavy-plated as in the old days but very light, probably made from the bums of newborn babies.

Barclays Still driving me mad. Now it’s screaming from the perimeter boards that it’s “Championing the true Spirit of the Game”. What the hell does that mean? Thank God this is its last season as proud sponsor of the Prem.

Pitches Some groundsmen have clearly been on the weeds. How else can you explain the Stoke pitch suddenly having concentric circles, while Southampton and Portsmouth have acquired tartan stripes? Go easy on the mowers, chaps. Footballers find it hard enough to pass in straight lines.

Strips Have you seen the Everton third kit top? Like a cheap market-stall T-shirt, but the colour, my dears, the colour is gorgeous – it’s Thames green. Yes, the very same we painted our front door back in the Seventies. The whole street copied, then le toot middle classes everywhere.

Scott Spedding Which international team do you think he plays for? I switched on the telly to find it was rugby, heard his name and thought, goodo, must be Scotland, come on, Scotland. Turned out to be the England-France game. Hmm, must be a member of that famous Cumbrian family, the Speddings from Mirehouse, where Tennyson imagined King Arthur’s Excalibur coming out the lake. Blow me, Scott Spedding turns out to be a Frenchman. Though he only acquired French citizenship last year, having been born and bred in South Africa. What’s in a name, eh?

Footballers are just so last season. Wayne Rooney and Harry Kane can’t score. The really good ones won’t come here – all we get is the crocks, the elderly, the bench-warmers, yet still we look to them to be our saviour. Oh my God, let’s hope we sign Falcao, he’s a genius, will make all the difference, so prayed all the Man United fans. Hold on: Chelsea fans. I’ve forgotten now where he went. They seek him here, they seek him there, is he alive or on the stairs, who feckin’ cares?

John Stones of Everton – brilliant season so far, now he is a genius, the solution to all of Chelsea’s problems, the heir to John Terry, captain of England for decades. Once he gets out of short trousers and learns to tie his own laces . . .

Managers are the real interest. So refreshing to have three young British managers in the Prem – Alex Neil at Norwich (34), Eddie Howe at Bournemouth (37) and that old hand at Swansea, Garry Monk, (36). Young Master Howe looks like a ball boy. Or a tea boy.

Mourinho is, of course, the main attraction. He has given us the best start to any of his seasons on this planet. Can you ever take your eyes off him? That handsome hooded look, that sarcastic sneer, the imperious hand in the air – and in his hair – all those languages, he’s so clearly brilliant, and yet, like many clever people, often lacking in common sense. How could he come down so heavily on Eva Carneiro, his Chelsea doctor? Just because you’re losing? Yes, José has been the best fun so far – plus Chelsea’s poor start. God, please don’t let him fall out with Abramovich. José, we need you.

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 27 August 2015 issue of the New Statesman, Isis and the new barbarism