“Obvious weaknesses” in Labour’s political marketing

Jennifer Lees-Marshment, Professor of Political Marketing and Management at the University’s School of Business, says that the majority secured in Labour’s 2024 general election victory disguised the fragility of voters’ confidence in the party.

Domestic crises – a potential rebellion over welfare reform, a U-turn on a grooming gangs inquiry, and another reversal on the initial proposal to cut the winter fuel payment – has ensured that Sir Keir’s first year in Downing Street has been bruising for both him and his party colleagues. Such incidents have provided political opponents and the public an abundance of ammunition with which to criticise his government, damaging what could have been perceived as a sense of invulnerability afforded by his initial 174-seat majority.

How the Prime Minister can get his party back on track, and how the Conservatives can reconnect with their base, are some of the issues that Professor Lees-Marshment will discuss at the upcoming Global Political Marketing and Management Network 2025 conference, to be held at the University’s Carnegie Building from 5-7 August.

Professor Lees-Marshment said, “On the surface, the UK 2024 election was a classic tale of the party which was the most market-oriented – Labour – winning, and that which was least – the Conservatives – losing. However, there has been obvious weaknesses in Labour’s political marketing strategy.

“The communication of what they stood for was weak in the campaign, as they focused more on criticising the Conservatives and problems than highlighting their own proposals and solutions.

“In marketing terms, they were asking people to buy a product that would not provide a solution to a problem, but simply different to their existing one that they found dissatisfying.

“In Scotland, particularly, Labour’s seat gains came from where the Scottish National Party had been running the devolved government since 2007 and suffered from repeated leadership issues. Votes for Labour arguably reflected as much dissatisfaction with the SNP at devolved level as it did a desire for what Labour offered at a national level.”

Next month’s event will see dozens of political marketing experts from around the world converge on Dundee. The three-day symposium will support scholars and students to share and further their knowledge in a complex and highly influential area of activity.

The conference coincides with the launch of Professor Lees-Marshment’s latest book, Political Marketing and Management in the 2024 UK Election, which further analyses the current UK government’s first year in power. As well as identifying flaws in the two main parties election campaign strategies, the book further identifies eight key issues that Sir Keir Starmer’s government need to address should they wish to retain power.

“Political marketing is crucial to both parties in gaining the trust of voters, and the public for maintaining faith in those they elect,” added Professor Lees-Marshment. “Understanding this relationship, identifying trends and nuances in this field, is now a fundamental part of politics. It is a pleasure to welcome leaders in this field to Dundee.”