Rishi Sunak is set to embark on a new image overhaul in the coming days, shedding his reputation as “Mr Safe Pair of Hands” and taking on a new, more aggressive persona. Sunak’s goal is to position himself as the “change candidate” and convince voters that he can address the country’s problems in a way that his party’s leadership has failed to do. It’s a risky strategy, but Conservative strategists believe that it is necessary if the party wants to win the next election.
Sunak’s rebranding involves shifting away from the green agenda that his predecessor David Cameron championed and towards positions that are more appealing to Tory members, such as opposing refugees. Sunak is also flirting more explicitly with the right of the party. However, this creates risks as well as opportunities for the chancellor. Some insiders worry that right-leaning Tories will never be satisfied, no matter what policies are implemented.
One major obstacle for Sunak in his new persona is his reputation as a responsible and serious figure. Convincing the public that he harbours a fiery spirit of change may not be easy. Another obstacle is the need to junk certain government promises, which will complicate Sunak’s repositioning. The biggest challenge, however, is that Sunak’s message is a tacit admission that his party has been in charge for too long. It remains to be seen whether voters will be receptive to a candidate who represents the status quo.
Whether Sunak’s new approach pays off remains to be seen, but it may be a necessary risk for a Conservative party that has struggled in the polls. The most important factor in the success of Sunak’s strategy will be the results on the ground, such as earnings, employment, healthcare, and the cost of living, rather than political strategy. Voters make their decisions based on the reality of their lives, not the promises of politicians
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