One of the biggest hits the party took during the coalition years was not so much being associated with the Conservatives (though that was toxic enough) but losing so much of our identity. And if we want to have a future as a party, we have to get that identity back.
Our coalition years slogan ‘Stronger economy, fairer society’ was fine up to a point, but it didn’t provide us with much distinctiveness. Associated messaging that framed us as having more head than Labour and more heart than the Conservatives effectively defined us in relation to Labour and the Conservatives. It did not emphasis what we stood for and make clear what a vote for the Lib Dems meant. By the time of the 2015 seven-leaders TV debate, most people could have formulated in a few words what six of the seven parties stood for, but they might well have struggled with us.
In trying to re-establish our identity, there are two things that are essential. Firstly, we need to set out what radical liberalism means in today’s political context. When we’ve done that, we need to frame our policies in a way that both generates a sense of what the Liberal Democrats stand for that the general public can assimilate, and allows scope within that framing for the
formation of shared agendas with parties of similar outlooks.
As a first step towards getting the ball rolling, Paul Pettinger and I have written a paper The Place for Radical Liberalism in the 21st Century. It’s a short paper – just nine pages – because what’s important is to set out the bare bones of what we need to achieve; the flesh can come later.
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