The end of pledge-card politics?

No, but it’s struggling to catch up with the challenge of 2015.

The next election will see a battered electorate in need of economic and social respite confronted by a political elite woefully lacking in resources and public trust. Never in recent times will so much be asked from leaders who have so little to respond with.

The result is starting to pose interesting questions about some of the familiar features of electoral politics – one of these is the entrenched cult of pledge-card politics and the type of statecraft that underpins it.

The art of boiling down an entire election pitch to easily marketed bite-size promises – "short and catchy" as Peter Mandelson used to put it - reached its zenith in the UK in 1997 and has dominated subsequent campaigns even if the pledges have paled over time. Looking back there was an inverse rule between the size of the pledges and what they succeeded in communicating. In 1997, some of the commitments were certainly modest yet still managed to say something significant about the character of the future Blair government (not least by specifying where resources would be found to pay for new spending). By 2005 they were bigger, baggier and blander; communicating far less. As for 2010, there is possibly no-one in the country, including the authors, who could now recount Labour’s key promises.

It would be wrong, of course, to read too much into pledge cards themselves. For some they are simply an essential part of political communications that can be largely divorced from deeper questions of how the state is governed. But like it or not, they are a leitmotif of the nature of politics and reveal something about how our leaders view the relationship between the state, civil society and individuals.

And on that basis, questions are being asked. One query concerns semantics: for a cynical electorate a ‘pledge’ is simply something that is made today in order to be broken tomorrow. The currency has been devalued, if not yet debauched. Another set of doubts concerns the lack of suitability of pledges which reflect a ‘state delivery’ mode of politics (itself rooted in a period of rising public service provision) for an austere era which will be more characterised by taking from, rather than giving to, the public. If 2010 was the first – if largely faux – election campaign in which steady growth was viewed as being a highly uncertain prospect, with the rising tide of public spending likely to recede, then 2015 will be completely dominated by these themes. Just as policy will need to change to reflect new times, so will the appendages of election campaigns.

Others contend the problem with pledge-card politics is structural, not just cyclical. They wish to call time on the whole notion that the primary task of democratic politics is to ‘make offers’ in response to immediate voter demands. Matthew Taylor, author of Labour’s 2005 manifesto and no innocent when it comes to elections, now argues that just as the mood turned against the belief that short-term profit maximisation is the most effective way of running business, so there is growing disillusionment with the idea that elections should be reduced to competing check lists for voter gratification.

Which doesn’t, of course, mean ignoring underlying public sentiment, it just registers scepticism about entirely poll-driven accounts of ‘what the electorate wants’. Over-hyped promises that often aren’t fulfilled, made by leaders you have little faith in, treating you like a passive recipient of central beneficence rather than an agent of change: it hardly captures the post-crisis political sensibility.

Part of this apparent shift in thinking within parts of the centre-left can be attributed to the familiar rhythm of opposition parties temporarily warming to the appeals of localism. And there is a palpable desire to be seen to retreat from the high-water mark of statism that Labour was seen to have reached by the end of its period in office.

But it’s not just about optics. It also reflects serious effort to appraise the strengths and weaknesses of New Labour statecraft. Geoff Mulgan, one of the sharpest observers of the changing nature of government, recently set out for IPPR a hard-hitting assessment of some of the pathologies of the delivery state – all the more telling as it is so balanced and authored by someone who was at the heart of government for so long. It gets past the now standard, already tired, refrain that ‘we relied too heavily on top-down targets’ to consider how, where and why a highly centralised model of public service delivery can corrode trust in the state as well as relationships between public servants and citizens. He recognises, rightly, there will always be many crucial things that the state needs to do for (or indeed to) people but emphasises that the balance has shifted fundamentally towards services that need to be run in concert with them. That’s hardly a new insight. But in an era of diminishing resources it is one that urgently needs to move from the margins to the mainstream of how we think about governing

What all this means for the manner in which the different parties will seek to pitch themselves to the electorate in 2015 is yet to be seen. The demands of governing and the established modes of communicating policy in election campaigns appear to be out of sync. In some respects, David Cameron already tried and failed to break the mould in 2010. Rather than majoring on a populist list of promises he produced a 130 page invitation to join "the Government of Britain". And he’s been paying the price ever since. His unruly backbenchers remind him on a daily basis of his failure to provide them with a convincing ‘retail’ offer – in the ugly argot of Westminster politics - that cut through on the door-step. So safe to say there will be a different tack in 2015. Similarly, Jon Cruddas, Labour’s policy supremo and sceptic–in-chief of top-down delivery politics, has already pencilled in a pledge-card moment into his 2015 timeline.

This isn’t just because pledging is a hard habit to break, though of course it is. It’s also a rule of thumb that low trust politics tend towards the highly contractual; just as austerity politics tends towards the distributional (we’ll fund a commitment for group A by extracting this sum from group B). And both tendencies lend themselves to sharp, pithy commitments. So think 1997, not 2005.

Challenges abound for Labour (as with the other parties) as it contemplates its 2015 version of a "contract with Britain". One is avoiding a patch-work of specific policy promises aimed at different sections of the electorate which fail to add up to a majoritarian agenda with wide appeal. Another pitfall would be to issue an entirely defensive and uninspiring set of pledges centred on areas of spending that would be protected from further cuts. And then there is the risk of feeding expectations of another phase of centrally-driven delivery commitments reliant on an increase in public spending that isn’t going to occur.

The governing and fiscal challenges of the next decade will require fundamental change in how the state operates. Pledge-card politics need to catch up.

John Prescott presents his battered 1997 general election pledge card to the audience as he addresses the Scottish Labour Party conference on March 27, 2010 in Glasgow. Photograph: Getty Images.

Gavin Kelly is a former adviser to Downing Street and the Treasury. He tweets @GavinJKelly1.

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As a Conservative MP, I want Parliament to get a proper debate on Brexit

The government should consider a Green Paper before Article 50. 

I am very pleased that the government has listened to the weight of opinion across the House of Commons – and the country – by agreeing to put its plan for Brexit before Parliament and the country for scrutiny before Article 50 is triggered. Such responsiveness will stand the government in good stead. A confrontation with Parliament, especially given the paeans to parliamentary sovereignty we heard from Leave campaigners during the referendum, would have done neither the Brexit process nor British democracy any good.

I support the government’s amendment to Labour’s motion, which commits the House to respecting the will of the British people expressed in the referendum campaign. I accept that result, and now I and other Conservatives who campaigned to Remain are focused on getting the best deal for Britain; a deal which respects the result of the referendum, while keeping Britain close to Europe and within the single market.

The government needs to bring a substantive plan before Parliament, which allows for a proper public and parliamentary debate. For this to happen, the plan provided must be detailed enough for MPs to have a view on its contents, and it must arrive in the House far enough in advance of Article 50 for us to have a proper debate. As five pro-European groups said yesterday, a Green Paper two months before Article 50 is invoked would be a sensible way of doing it. Or, in the words of David Davis just a few days before he was appointed to the Cabinet, a “pre-negotiation white paper” could be used to similar effect.

Clearly there are divisions, both between parties and between Leavers and Remainers, on what the Brexit deal should look like. But I, like other members of the Open Britain campaign and other pro-European Conservatives, have a number of priorities which I believe the government must prioritise in its negotiations.

On the economy, it is vital that the government strives to keep our country fully participating in the single market. Millions of jobs depend on the unfettered trade, free of both tariff and non-tariff barriers, we enjoy with the world’s biggest market. This is absolutely compatible with the result, as senior Leave campaigners such as Daniel Hannan assured voters before the referendum that Brexit would not threaten Britain’s place in the single market. The government must also undertake serious analysis on the consequences of leaving the customs union, and the worrying possibility that the UK could fall out of our participation in the EU’s Free Trade Agreements (FTAs) with non-EU countries like South Korea.

If agreeing a new trading relationship with Europe in just two years appears unachievable, the government must look closely into the possibility of agreeing a transitional arrangement first. Michel Barnier, the European Commission’s chief negotiator, has said this would be possible and the Prime Minister was positive about this idea at the recent CBI Conference. A suitable transitional arrangement would prevent the biggest threat to British business – that of a "cliff edge" that would slap costly tariffs and customs checks on British exports the day after we leave.

Our future close relationship with the EU of course goes beyond economics. We need unprecedentedly close co-operation between the UK and the EU on security and intelligence sharing; openness to talented people from Europe and the world; and continued cooperation on issues like the environment. This must all go hand-in-hand with delivering reforms to immigration that will make the system fairer, many of which can be seen in European countries as diverse as the Netherlands and Switzerland.

This is what I and others will be arguing for in the House of Commons, from now until the day Britain leaves the European Union. A Brexit deal that delivers the result of the referendum while keeping our country prosperous, secure, open and tolerant. I congratulate the government on their decision to involve the House in their plan for Brexit - and look forward to seeing the details. 

Neil Carmichael is the Conservative MP for Stroud and supporter of the Open Britain campaign.