How Conservatism Vacated the Centre-Ground

The ‘Middle England’ of Thatcher and Major could not be reconciled with the austerity and oligarchical tendencies of Cameron and Johnson, writes Stephen Colegrave

Crafting Conservative political campaigns at Saatchi & Saatchi in the 1980s, our marketing strategy was clear: to fight for, and convert, the centre-ground of the country. We wanted to give voice to this ‘silent majority’ through aspiration.

These voters would be rewarded by increased home ownership and share interests, and a ‘Big Bang’ in the City that unleashed the economic growth of the 1980s. Of course, not everyone benefited or felt part of this new world.

Margaret Thatcher’s combative style with trade unions, and the misery of those made redundant by the demise of heavy industry, ensured that she would be hated by working-class voters. But the middle-class and aspirant middle-class were a large enough franchise to ensure her success.

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