Why the Tories must shed their "party of the rich" image

For victory in the next election, the Conservatives must appeal to hard-pressed but aspirational vot

The Conservatives failed to win an eminently winnable election in 2010 because they weren't seen as understanding and empathising enough with the needs of ordinary working people. They were seen as the "party of the rich" and big business, rather than the party of hard pressed "strivers". This inability to connect cost David Cameron an overall majority. The Prime Minister's New Year offensive on executive pay, along with an overture not to remove the 50p tax rate, could mark a concentrated attempt to shift his party away from the "sectional party" label.

Internal Conservative polling, as well as polling for Lord Ashcroft, showed that potential Conservative voters were dissuaded from voting for the Tories because of a perception that the party was still "for the rich". As Philip Cowley observed:

Much more significantly, the party's own polling found a lingering distrust of the Conservatives among the public. When those who had considered voting Tory were asked why they had not eventually done so, the most common answers involved concerns that the party was still for the rich rather than for ordinary people.

Polling by YouGov has shown that the Conservatives are seen as much closer to the rich and to big business than to any other group. To many, the party still looks very gilded, very southern and very public school. Indeed, some 42 per cent of voters still say that they would never consider voting Conservative. ComRes also recently found that only 27 per cent of voters believe that government "policies share the burden of hard times fairly so that we are all in it together." The Conservatives failed to make a sizeable breakthrough amongst the electorally crucial "skilled manual workers" at the last election, and have a mountain to climb if they can't persuade those voters to vote Tory in 2015.

In an age of austerity and economic uncertainty, any perception that the Tories are governing in the interests of "their rich friends" would be electorally toxic, particularly combined with a perception that many in the top of the party lack empathy or understanding about the difficulties facing ordinary, hard-working people.

Putting Cameron at the spearhead of a government drive to do something about excessive executive pay is a clear attempt to separate, in the eyes of the voter, the Conservatives and the "undeserving rich". It is an attempt to show the Conservatives as a party that understands the concerns and the anger of ordinary hard-working people when they are faced with stagnant real incomes, a rising cost of living and increasing job insecurity at the same time that they see executives taking home top rocketing rewards even when their companies are shrinking in value.

Polling for Policy Exchange has shown that the majority of people highly value the concept of "meritocracy" and "something for something" when they are looking to define "fairness". Sixty three per cent of people said that "fairness" is about "getting what you deserve" and 85 per cent of people agreed with the definition of fairness that "people's incomes should depend on how hard they work and how talented they are." This clearly isn't a definition of fairness that equates to top executives taking massive severance packages for failure, or to executives taking a 49 per cent increase in compensation last year, which bore little resemblance to the performance of their firms.

Action over executive pay and preventing "rewards for failure" will help reassure those working class and lower middle class voters, who both parties need to woo at the next election, that the government is serious in its "all in this together" rhetoric. And the same logic applies to the Prime Minister's declaration that the 50p tax rate would remain, until the next election at least. Although a cause celebre amongst some on the Tory right, the PM argued in a recent newspaper interview that abolition of the 50p tax rate would not be seen as fair by the wider public. While the government is keen to abolish the 50p rate over the longer term, it is clearly concerned about being seen to be on the side of ordinary people, rather than just the rich.

The Prime Minister's interview will certainly help the Conservatives shed their "party of the rich" label if it is accompanied by action as well as mere rhetoric. If they are serious about winning the next election, the Tories need to go beyond merely not being seen as the party of the rich. They also need to be positively seen as a party that understands the needs and concerns of hard-pressed, but aspirational, working and middle class voters, which means developing credible policies on energy bills, the cost of living, childcare and job creation.

David Skelton is Deputy Director of Policy Exchange. You can follow him on Twitter @djskelton

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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As children face a mental health crisis, should schools take the lead in fighting it?

There is a crisis affecting the mental health of England's young people. As Children’s Mental Health Week gets underway, the government must put schools at the heart of mental health services.

Three children in every classroom have a diagnosable mental health condition. Half of these are conduct (behavioural) disorders, while one third are emotional disorders such as stress, anxiety and depression, which often becomes outwardly apparent through self-harm. There was a staggering 52 per cent jump in hospital admissions for children and young people who had self-harmed between 2009 and 2015.

Schools and teachers have consistently reported the scale of the problem since 2009. Last year, over half of teachers reported that more of their pupils experience mental health problems than in the past. But teachers also consistently report how ill-equipped they feel to meet pupils’ mental health needs, and often cite a lack of training, expertise and support from NHS services.

Part of the reason for the increased pressure on schools is that there are now fewer ‘early intervention’ and low-level mental health services based in the community. Cuts to local authority budgets since 2010 have resulted in significant erosion of these services, despite strong evidence of their effectiveness in reducing escalation and crises further down the line. According to the parliamentary Health Select Committee, this has led specialist child and adolescent mental health services (CAMHS) to become inundated with more severe and complex cases that have been allowed to escalate through a lack of early treatment.

This matters.  Allowing the mental health of children and young people to deteriorate to this extent will prevent us from creating a healthy, happy, economically productive society.

So what part should schools play in government’s response?

During the last parliament, the government played down the role of schools in meeting pupils’ mental health and wider emotional needs. Michael Gove, during his tenure as education secretary, made a conscious decision to move away from the Every Child Matters framework, which obliged local authorities to work with schools and health services to improve the ‘physical and mental wellbeing’ of all children in their local area. He argued that schools policy needed to focus more heavily on academic outcomes and educational rigour, and references to children’s wellbeing were removed from the Ofsted framework. This created a false dichotomy between academic standards and pupils’ mental health - why can’t a school promote both?

But since Gove was replaced by Nicky Morgan, a new window of opportunity for meaningful reform has opened. Following her appointment in 2014, Morgan has called on schools to promote resilience and protect pupil’s mental health when problems first arise. The Department for Education has made tentative steps in this direction, publishing advice on counselling in schools and announcing a new pilot scheme to link schools with NHS services.

However, much more needs to be done.

The only way to break the pressures on both mental health services and schools is to reinvest in early intervention services of the kind that local authorities and the NHS have been forced to cut over the last few years. But this time around there should be one major difference – there is a compelling case that services should be based largely inside schools.

There are strong arguments for why schools are best placed to provide mental health services. Schools see young people more than any other service, giving them a unique ability to get to hard-to-reach children and young people and build meaningful relationships with them over time. Studies have shown that children and young people largely prefer to see a counsellor in school rather than in an outside environment, and attendance rates for school-based services such as those provided by the charity Place2Be are often better than those for CAMHS. Young people have reported that for low-level conditions such as stress and anxiety, a clinical NHS setting can sometimes be daunting and off-putting.

There are already examples of innovative schools which combine mental health and wellbeing provision with a strong academic curriculum. For example, School 21 in East London dedicates 2.5 hours per week to wellbeing, creating opportunities for pastoral staff to identify problems as early as possible.

There is a huge opportunity for Nicky Morgan – as well as Labour’s shadow mental health minister Luciana Berger – to call for schools to be placed at the heart of a reconstructed early intervention infrastructure.

This will, though, require a huge cultural shift. Politicians, policymakers, commissioners and school leaders must be brave enough to make the leap in to reimagining schools as providers of health as well as education services.

Craig Thorley is a research fellow at IPPR, where he leads work on mental health. Follow him @craigjthorley