Election: As Britain Zigs When Others Zag, What's Marketing's Opportunity?

“We did it” - the message ushering in a new era in Britain, completing one of the most astonishing turnarounds in British political history: the Conservatives have just suffered the worst defeat in the party's nearly 200-year history.

“We”, no, not the Labour party but “we” the people made a generational statement at the ballot box yesterday. A demand for change, a demand for a new way of doing things, a new way of seeing the world and for the first time in a long time, hope.

21 years ago, we made the decision to join the US and invade Iraq, and Britain has seemed on a downward spiral ever since our global reputation, economic power, Brexit, inflation, our sense of nationhood. From Silicon Valley to China to the emergent Middle East, the world has been passing us by as we’ve retreated further into ourselves and the past, desperately clinging on to the Great Britain of yesteryear. 

A vision of the past underpinned by nostalgia and British values that have been weaponised first by Nigel Farage and then co-opted by the Conservative party. A sadly familiar story that we’re now seeing play out on the political stage in continental Europe, with formally progressive states like Holland, France and even Sweden lurching further and further right. A world of increasing isolation, fault lines and paralysis driven by fear and insecurity. Lads, take it from us, we’ve tried it. It doesn’t work.

Let’s show the world how it should be done. “We” did it, a new centre-left landslide agenda, a mandate for change and to create a new era for Britain and the opportunity to emerge from the instability of the last 14 years to create a Britain we are all proud of.

It won’t be easy but this is the moment for Britain to reclaim what we’ve always done when at our best - innovate and look outwards beyond our shores. Embrace and enable great tech innovation, fuel demand and grow through green investment, open our borders to the best and brightest talent, lead with progressive social policies that ensure everyone is included - not just political friends and cronies. 

Now is the time for marketing to rediscover our connection with the British people. No longer is London out of sync with the country, but equally, that’s not an excuse to smugly say, “We told you so.” For consumers, marketing is as broken as the Conservative party, so let’s fix things - let's tap into this optimism and positivity to create work that entertains, connects to real values, and helps drive environmental innovation and adoption with confidence.

Will the words “we did it” be remembered for kicking off a new era in Britain? Only time will tell, but if Labour are to ensure this isn’t a protest vote and a single cycle, things will have to change. This is their moment and the chance to give us all reason to believe that Britain is really Great again - for everyone.