To win power, opposition parties need to say something compelling about the status quo. This isn’t necessarily as easy as just advocating “change”, the word Labour has chosen to emphasise in the speeches and backdrops of its big election events and on the side of its battlebus.
Promise too much change, as the party did in 2019, and voters either won’t believe you can make it happen, or will be put off by the potential disruption. Promise too little change, as Labour did at the 2015 election, and voters will remain unengaged.