How the Tories can re-engage with working class voters

Rather than aping UKIP, the party should focus on the cost of fuel, the cost of housing, job security and the cost of travel.

The 'town hall debate' in the 1992 US presidential election was one of the most potent moments in modern western politics. An audience member asked, "how has the national debt personally affected each of your lives? And if it hasn't, how can you honestly find a cure for the economic problems of the common people if you have no experience in what's ailing them?" Billionaire Ross Perot was wrongfooted, George Bush Snr muttered something about the deficit, interest rates and his grandchildren. And then Bill Clinton stepped away from the podium and towards the lady in the audience who had asked the question, asking how the recession had affected her.

After establishing that the questioner knew people who had lost their homes and jobs during the recession, Clinton talked about the similar experiences of people he knew in Arkansas before relating it to his overall campaign themes. In a few seconds, Clinton had achieved the holy grail of modern politics - illustrating empathy and authenticity in difficult times. Bush and Perot failed to do that and paid the price. And modern British politicians are largely failing to do this as well, leading, at least in part, to the UKIP surge of last week.
 
"Politicians don't understand the real world at all." That was the firm view of over 80 per cent of voters in a poll last year. And last Thursday's elections saw the bursting of that dam of frustration with a Westminster elite seen as narrow and out of touch. If mainstream politicians don't act quickly to reconnect with hard-pressed, ordinary voters, they'll find that last week's results could mark the beginning of a trend, rather than a one-off howl of voter rage.
 
The same poll showed that, for the vast majority of voters, the Tories are seen as the "party of the rich, not ordinary people" - an impression that is one of the party's biggest electoral handicaps. But the leadership of the other parties also seem out of touch with the struggles of much of the country. As people struggle to make their pay packet last and worry about job security, senior politicians are not seen to understand people's everyday struggles.
 
And that, at least to an extent, has helped contribute to UKIP's surge and the general lack of enthusiasm about all of our mainstream political parties. As Lord Ashcroft's extensive research showed, concern about Europe is not the primary reason for UKIP's rise. Rather, UKIP voters are likely to agree with the statement that the party is "on the side of people like me" - something that they don't regard the mainstream parties as being.  Indeed, a recent YouGov poll found that 53 per cent of voters thought that Labour used to care about "people like me", compared to only 30 per cent today.
 
That helps explain why the shift to UKIP last Thursday wasn't, as conventional wisdom once suggested, largely from once Tory voters. Indeed, as Mark Pack and John Rentoul have argued, Labour may have lost more votes to UKIP than the Tories. And UKIP seemed to pick up votes from the skilled working class voters once courted so successfully by Thatcher and Blair. Both Labour and the Conservatives failed to capture the imagination of the skilled working class last time, with Labour's vote plunging from 51 per cent in Blair's biggest landslides to 29 per cent.
 
This disengagement of the skilled working class with the major political parties has hardly come as a surprise. In 1992, 75 per cent of 'C2' voters turned out to vote. In 2010, that figure was 58 per cent.  Parliament remains too middle class, with too few MPs who can genuinely relate to the struggles that accompany a squeeze in living standards. To many voters, frontline politicians all come from a narrow background and have little to no experience of 'the real world'. It was always inevitable that a party would come along that capitalised from this sense of disengagement.
 
There's no simple solution to this problem, of course, but one thing the mainstream parties mustn't do is to ape UKIP - that would look desperate and forced. Instead, politicians have to try harder to show that they understand the pressures that hard working people are under and do something about it. The Budget was a step in the right direction, but it's clear that so much more needs to be done about the cost of fuel, cost of housing, job security and the cost of travel. The political establishment also has to take active measures to broaden the social base of parliament.
 
Knee jerking and gesture politics are not going to re-engage voters with mainstream politics. Instead, through their words and actions, politicians have to display the kind of authenticity and empathy that Clinton illustrated to devastating effect a few decades ago.
 
David Skelton is former deputy director of Policy Exchange and is launching a new campaign group to broaden the appeal of the Conservative Party to working class and ethnic minority voters
David Cameron addresses Conservative Party supporters at the Amberside Sports Club in Nuneaton. Photograph: Getty Images,

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 joy of only winning once: why England should be proud of 1966

We feel the glory of that triumphant moment, 50 years ago, all the more because of all the other occasions when we have failed to win.

There’s a phrase in football that I really hate. It used to be “Thirty years of hurt”. Each time the England team crashes out of a major tournament it gets regurgitated with extra years added. Rather predictably, when England lost to Iceland in Euro 2016, it became “Fifty years of hurt”. We’ve never won the European Championship and in 17 attempts to win the World Cup we have only won once. I’m going to tell you why that’s a record to cherish.

I was seven in 1966. Our telly was broken so I had to watch the World Cup final with a neighbour. I sat squeezed on my friend Colin’s settee as his dad cheered on England with phrases like “Sock it to them Bobby”, as old fashioned now as a football rattle. When England took the lead for the second time I remember thinking, what will it feel like, when we English are actually Champions of the World. Not long after I knew. It felt good.

Wembley Stadium, 30 July 1966, was our only ever World Cup win. But let’s imagine what it would be like if, as with our rivals, we’d won it many times? Brazil have been World Champions on five occasions, Germany four, and Italy four. Most England fans would be “over the moon” if they could boast a similarly glorious record. They’re wrong. I believe it’s wonderful that we’ve only triumphed once. We all share that one single powerful memory. Sometimes in life less is definitely more.

Something extraordinary has happened. Few of us are even old enough to remember, but somehow, we all know everything that happened that day. Even if you care little about the beautiful game, I’m going to bet that you can recall as many as five iconic moments from 50 years ago. You will have clearly in your mind the BBC commentator Kenneth Wolstenholme’s famous lines, as Geoff Hurst tore down the pitch to score his hat-trick: “Some people are on the pitch. They think it’s all over. It is now”. And it was. 4 - 2 to England against West Germany. Thirty minutes earlier the Germans had equalised in the dying moments of the second half to take the game to extra time.

More drama we all share: Geoff Hurst’s second goal. Or the goal that wasn’t, as technology has since, I think, conclusively proved. The shot that crashed off the cross bar and did or didn’t cross the line. Of course, even if you weren’t alive at the time, you will know that the linesman, one Tofiq Bakhramov, from Azerbaijan (often incorrectly referred to as “Russian”) could speak not a word of English, signalled it as a goal.

Then there’s the England Captain, the oh-so-young and handsome Bobby Moore. The very embodiment of the era. You can picture him now wiping his muddy hands on his white shorts before he shakes hands with a youthful Queen Elizabeth. Later you see him lifted aloft by his team mates holding the small golden Jules Rimet trophy.

How incredible, how simply marvellous that as a nation we share such golden memories. How sad for the Brazilians and Germans. Their more numerous triumphs are dissipated through the generations. In those countries each generation will remember each victory but not with the intensity with which we English still celebrate 1966. It’s as if sex was best the first time. The first cut is the deepest.

On Colin’s dad’s TV the pictures were black and white and so were the flags. Recently I looked at the full colour Pathe newsreel of the game. It’s the red, white and blue of the Union Jack that dominates. The red cross of Saint George didn’t really come into prominence until the Nineties. The left don’t like flags much, unless they’re “deepest red”. Certainly not the Union Flag. It smacks of imperialism perhaps. In 1966 we didn’t seem to know if we were English or British. Maybe there was, and still is, something admirable and casual about not knowing who we are or what is our proper flag. 

Twelve years later I’m in Cuba at the “World Festival of Youth” – the only occasion I’ve represented my country. It was my chance to march into a stadium under my nation’s flag. Sadly, it never happened as my fellow delegates argued for hours over what, if any, flag we British should walk behind. The delegation leaders – you will have heard of them now, but they were young and unknown then – Peter Mandelson, Trevor Phillips and Charles Clarke, had to find a way out of this impasse. In the end, each delegation walked into the stadium behind their flag, except the British. Poor Mandelson stood alone for hours holding Union Jack, sweltering in the tropical sun. No other country seemed to have a problem with their flag. I guess theirs speak of revolution; ours of colonialism.

On Saturday 30 July BBC Radio 2 will commemorate the 50th anniversary of the 1966 World Cup Final, live from Wembley Arena. Such a celebration is only possible because on 16 occasions we failed to win that trophy. Let’s banish this idea of “Fifty years of hurt” once and for all and embrace the joy of only winning once.

Phil Jones edits the Jeremy Vine Show on BBC Radio 2. On Saturday 30 July the station celebrates the 50th anniversary of the 1966 World Cup Final live from Wembley Arena, telling the story of football’s most famous match, minute by minuteTickets are available from: www.wc66.org