Final Conservative Party Paper.pdf


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Base strategy
The bedrock of the strategy was a national push to shore up Conservative votes by a). Increasing
Conservative voters’ likelihood to actually vote and b). Ensuring they didn’t defect.
The factor most likely to influence voters was confidence in handling the economy; This was twice as
influential for intending Conservative voters.
Labour voters were more influenced by cost of living and healthcare, which became central planks
of Labour’s strategy. However, wooing these voters wasn’t a key priority.
Importance of The Economy to Voting Intention
Single most important issue that
will influence how you vote (%)

40"

All"Voters"

Conserva3ve"

30"

20"

45.8%

10"

44.9%

34.4%

0"

Economy

23.1%

Immigration Healthcare Cost of living

Welfare

Education

Other

Housing

Pensions

Crime

Defence

Environment

Source: BMG, May 2015

Importance of The Economy to Voting Intention
Single most important issue that
will influence how you vote (%)

40"

All"Voters"

Labour"

30"

20"

10"

0"

Economy" Immigra2on" Healthcare" Cost"of"living" Welfare"

Educa2on"

Other"

Housing"

Pensions"

Crime"

Defence" Environment"

Source: BMG, May 2015

Labour were not well regarded on handling the economy amongst Conservative voters and a key
theme of the 2010-15 Coalition Government had been reducing the deficit and returning the
economy to growth.
The Recovering Economy
Annual GDP £ bn

1800$

1700$

1600$

1500$
2007$

2008$

2009$

2010$

2011$

2012$

2013$

2014$

2015$
Source: ONS,

 

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