Election Diaries Week 4: On The Road To Nowhere
7 min read
PoliticsHome / The House in partnership with Thinks Insight & Strategy will be tracking reactions from swing voters in five key battlegrounds throughout the general election campaign.
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With less than a week until the big day, people have started to tune out of the campaign and would prefer it to finish now.
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What’s cut through?
Just as news of the D-Day Debacle was dying down, enter Gamble Gate. The Conservatives have once again dominated headlines with negative coverage. For the diarists, these allegations are further confirmation of Tory sleaze and feed into their mistrust of Westminster institutions more generally.
“It just feels like another example of poor, poor behaviour from this Government.” - Andrew, Airdrie and Shotts
“It's just seeming like we cannot trust anyone! All MPs are just out to make themselves richer! The just think they are above everything.” - Philippa, Bolton West
We’re also seeing real election fatigue now. While some diarists say they’re seeing much less from the campaigns, with the Euros seen to dominate the news, others are simply tuning out. They note apathy and a lack of enthusiasm for the candidates among their friends and family as well.
“It’s quieter than I’d expect with a week to go. I feel like everything’s been said, everything’s been dug out, we’re just on the final sprint to the finishing line.” – Abi, Wokingham
“There has been nothing interesting, nothing new this week. Just more mudslinging. Media consumption in the house has been focussed on the Euros.” - Neil, Swindon South
This became apparent on Wednesday night, when there was much less interest in the televised leaders’ debate than earlier in the campaign. Those who did watch it felt profoundly underwhelmed by what is on offer – a confident but unlikeable Prime Minister, and a challenger who finds it difficult to answer questions directly.
“My overriding memory from this week was last night in the leaders’ debate, the question from the audience whether Starmer and Sunak are really the best the country has to offer in terms of Prime Minister. I think that sums it up really.” Peter, Wokingham
More locally, campaign activity continues, with diarists sending us photos of stacks of leaflets coming through their door. However, across constituencies diarists have noted the absence of posters or stickers in people’s windows supporting the Conservatives. Campaigning appears to be at its most fervent in Swindon South and Wokingham, where voters are predominantly hearing from Heidi Alexander (Labour) and Clive Jones (Liberal Democrats) respectively.
What does this mean?
Although it hasn’t been a long campaign, one week out from the election diarists are ready for it to be over. The campaign as a whole has been underwhelming and disappointing for most of these undecided voters. They were looking to hear from parties about how they would address the issues that matter most to them, but instead they’ve received a mix of what they see as empty promises and mudslinging (from all), non-committal and evasive responses (mostly from Labour), and more evidence of corruption and sleaze (from the Tories).
“I don’t think anybody is focussed on what matters.” - Kim, Wokingham
“All parties to me haven’t captured or addressed the concerns or wants from the public, I feel it’s almost as though selective hearing.” – Alice, Swindon South
Diarists are expecting Labour to win, and most are ready for this change – but they are hardly excited about it. Among those who are more engaged in politics, there is some speculation about the big names that might lose their seat and what that might mean for the (assumed to be certain) opposition, but most simply want it to be over and for Labour to prove what they can do.
“I don’t know that it makes a different to how I feel or how I’d vote, it’s clear that it’s a matter of when, not if they leave – and not even really a question of when.” - Andrew, Airdrie and Shotts
While many are now fairly clear on how they’ll vote next week, a minority of our diarists remain undecided. These voters are most likely to express frustration with the first-past-the-post system and how that restricts their choices. Unhappy about voting tactically, they’re torn between going with their gut, and going with their head.
“I would be tempted to vote Green if it were not FPTP, so still a Labour/SNP choice […] I remain independence-minded but don't believe SNP will get a great result this time and perhaps in the immediate future the issues may be better addressed by the UK parties' policies. In this respect the Labour Party is making the most relevant noises to address the urgent issues of safeguarding the NHS and security of employment, and (most important) keeping the Conservatives out of government.” – Pat, Airdrie and Shotts
“I think a lot of my friends and family are in the same boat as me in that there is a lot of uncertainty in how they’re voting, whether they’re voting locally, whether they’re voting tactically. Other than my friends who are very political, I really don’t know how most of my peers, friends and family are voting.” – Abi, Wokingham
What do diarists want to see in the final week?
More than anything, diarists want clarity and truth on the things that matter to them. They still don’t feel that they’ve been getting answers from politicians on how they are going to fix the issues that affect them every day – from NHS waiting times to local crime, from housing costs to immigration.
Notably, diarists are calling for parties – and particularly Labour, who they assume to win – to lay out a plan for the first few weeks and months in government. They have heard leaders talk about a range of issues, but now want a better sense of what will be prioritised and how long it is going to take.
“One thing I’d like to see is a guarantee about one thing. Say ‘on day one, this is going to happen. This is what we’re going to do’. They must be able to guarantee one thing, but I just don’t hear them say that.” – Matt, Nuneaton
“One thing that would be so beneficial is like the three main priorities each party have, what’s going to happen in the short, medium, and long term. What are they going to do straight away? What are they going to do long term?” – Abi, Wokingham
“I want some clear honesty. Yes or no answers. Are you going to do this, are you going to do that.” – Barry, Bolton West
“Some truth on what they’re going to do about the NHS.” – Philippa, Bolton West
“They need to focus on the NHS, education, more wholesome topics, rather than niche topics like immigration that only a few people really care about.” – Neil, Swindon South
Much more than the Conservatives, Labour continues to be under pressure to prove the financial feasibility of their proposals. Diarists remain nervous about their future tax burden.
“I would like Labour to come out and go through the maths of how they fully funded their manifesto. For the Tories to keep going at it, there must be some truth in their accusations – no smoke without a fire.” – Neil, Swindon South
“I want Labour to be clear about their policies and exactly how they plan to achieve these. I think Conservatives need to do this too but also explain why they haven't been able to do stuff so far! 🤔” – Natalie, Bolton West
And, fundamentally, they’re hoping for things to get better.
“I just want things to get better, between the cost of living, the cuts, the high prices in everything, life’s so hard. Since covid happened, life has been tough for the majority of the world! I just want the election to be done with and see what these changes will bring and if any?” – Brittany, Airdrie and Shotts
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