I was watching Gruen Transfer this week and there was a bit about what the Liberals need to do to win back seats. Russell, correctly, pointed out that the Liberal logo has not changed since the 1980s, looks dated and is overdue a rebrand. Others pointed out that the Liberals have a women problem and a city problem in that they do not have enough women in leadership positions, and they are struggling to win seats in urban areas. They need to look at the Teals to see what could have been.
I don’t disagree with any of that, but I think if they focus solely on how they sell their product and don’t rethink their product (politics) then changing their brand and salespeople will do nothing to win back voters. So, what has to change?
The most successful Liberal leader is John Howard. If I may grossly overgeneralise, his career was basically socially conservative and economically progressive with the economics being his principal concern. As Treasurer under Frazer, he tried to implement reforms to the Australian economy which, in the 70s, had not significantly changed since colonial rule by Britian but he could not overcome opposition principally from John Stone, the then Secretary of the Treasury and enjoyed little success.
When the Hawke and Keating defeated Frazer, they started implementing many of the reforms that Howard had, earlier, tried to implement and they were successful in large part because Howard, as Opposition Leader, supported the reforms. The Hawke - Keating partnership won five successive elections and whilst Howard mostly opposed many of the socially progressive policies they tried to implement, he mostly supported the economic reforms.
Then, in 1993, Howard finally won an election and went on to win the next three to become the longest serving Liberal Prime Minister. largely on the back of exceptional national economic growth and prosperity.
The Howard approach to opposition and government, of supporting some things and opposing others, came to an end when Tony Abbott became the opposition leader. From that day to the present the Opposition has opposed everything, and their fortunes have steadily declined.
In conclusion, the Liberals need to cease their opposition for opposition’s sake approach to politics and need to become a Loyal Opposition, like they used to be which should be a natural position for a Conservative party. Unfortunately, the latter approach is a long game requiring intelligent analysis of issues and a willingness to compromise, approaches that are ill suited to both a world dominated by vexatious social media and the far-right parliamentarians that seem to dominate the Liberal party today.