On 4 July, against all odds, Labour overturned the most shattering defeat in decades to win a stunning landslide. A talented and energetic party team deserves huge credit for this victory: effective communications, innovative digital output, creative policy culminating in the five missions, organisationally brilliant events and a super-efficient ground force – all under the leadership of campaign director Morgan McSweeney and political leads Pat McFadden and Ellie Reeves.
It was a cohesive campaign united by its sharp, disciplined focus on our very tightly defined “hero voters”. Could a similar single-mindedness help Kamala Harris beat Donald Trump on 5 November?
Just three years before, Labour had suffered the devastating setback of the Hartlepool byelection. While Keir Starmer had made significant strides towards returning Labour to the service of working people in his first year as leader, the party still struggled to embrace a disparate coalition of voters stretching from its base to a wider group of progressive voters and including the “red wall” that had so dramatically abandoned Labour in 2019.
It was an impossible task. As the party picked itself up, Starmer’s brief was to really understand the voters who were crucial to that Tory win. He redoubled his resolve to take the party to them. These voters – often past Labour voters – had rejected the party because they believed that it had rejected them. Often Tory voters in 2019, they made up nearly 20% of the electorate. Labour’s focus on economic concerns, from affordable housing to job security, won them back.
For Harris, addressing core issues such as housing, prices and job creation could also win over undecided US middle-class voters, many of whom face similar economic pressures. Labour set about finding out as much as possible about these voters and applying that knowledge to all aspects of campaigning. They were patriotic, they were family oriented, they were struggling with the cost of living: squeezed working-class voters who wanted change.
Starmer was the personification of this segment of the UK electorate. As someone who had grown up in a pebbledash semi, with hard-working parents who were so strapped for cash that at one point the family’s phone was cut off, he identified with these voters and understood them. This became our focus over the next three years. The discipline paid off, enabling the electoral efficiency that won 411 seats, even on a vote share of less than 35%.
Before November’s US presidential election, Harris has turned on its head a contest that looked like a foregone conclusion in Trump’s favour. However, as the data shows, it is still too close to call. We believe that adopting a similar hero-voter approach could make a vital difference, just as it did here in the UK.
The start point is to identify and understand Harris’s hero voters – undecided voters who have considered Trump and live in the handful of most crucial battleground states.
Working with Democratic thinktank the Progressive Policy Institute, we have attempted to do just that, applying lessons from the UK election, conducting polling and focus groups to really understand the voters that matter most.
The context is very different but the parallels are almost uncanny. This group – who in the US self-define as middle class rather than working class as the same group might in the UK – is struggling. Its members believe that the middle class is in jeopardy, denied the dream of homeownership that previous generations took for granted, unable to cover the essentials, and hyper-aware of the cost of groceries, utilities and other bills. Many work multiple jobs just to keep afloat.
As one Michigan swing voter told us last week: “There’s less of a ‘legit’ middle class these days. People are just working, working, working – and I think that’s really unfair.” Another voter in Pennsylvania said: “The middle class is being eroded. You used to be able to work one job and buy a house, but those things are out of reach for people like us nowadays.”
Unsurprisingly, these voters want change – change that redresses the balance. But they are also deeply insecure and want that change within a framework of stability.
Harris can use this balancing act to her advantage, offering a combination of stability and the change voters crave. By addressing concerns such as inflation and homeownership while promising steady progress, she can present a vision that contrasts with Trump’s record, appealing directly to the middle class’s desire for practical, lasting change.
Like Starmer, Harris has an edge: she comes from the same background as these voters. Her middle-class upbringing and understanding of economic struggle give her a unique connection to working-class Americans. She can own this narrative – something that Trump’s rhetoric, despite his populist appeal, can’t match.
There are takeaways for the new Labour government from our research too. US voters want tangible evidence of policies from the Democrats that have helped them and their country. In these early days of the new Labour government, the party will want to plan now what those markers of success will be to their hero voters, well before the next general election.
In our project, we have explored how the lessons from Labour’s successful campaign may translate across, reflecting the mood of hero voters, creating clear dividing lines on party brand, and leader reputation and, ultimately, developing a compelling offer.
From the point where we defined our hero voter focus, we had three years to mainline the thinking through party activity. Team Harris has less than three months. But, looking at what they have achieved in the past few weeks, success now looks within reach. Hero voters may just help to close that gap.
Deborah Mattinson and Claire Ainsley will spend this week in Washington DC with the Progressive Policy Institute, briefing leading Democrats on their project
