If you want a lesson in knowing your audience, try writing a Budget. Millions of voters, your own backbenchers and the people lending you the money. All listening to the same speech. All wanting something different.
“Breathing space for today, fresh hope for the future” was the promise. A title doing quite a lot of heavy lifting.
Voters were offered a straightforward pitch: we know things are tough, here’s some help, better days are coming. Energy bills, fuel duty and housing gave ministers something tangible to talk about. Fiscal consolidation is harder to sell on the doorstep.
Labour MPs had a different test. Could they go home and defend the Budget? Help for households and more social housing gave them something to point to. Perhaps a little more breathing space, too.
Then there’s the audience with rather less interest in a reassuring slogan: the bond markets.
With growth weaker, inflation higher and the Chancellor’s headroom against the stability rule down to £15 billion in 2029–30, keeping the people financing the UK onside matters. Quite a lot, actually.
Their reaction was calm. Gilts rallied modestly, sterling barely moved and shares finished fractionally higher. But was that confidence in the Government’s strategy, or relief that nothing particularly frightening had emerged from the red box? I know where my money is.
The difficult decisions haven’t gone away. The Prime Minister’s upcoming ten-year plan should set out the Government’s priorities; next year’s Spending Review will have to put money behind them. The path to higher defence spending, welfare reform and competing demands on public services still needs resolving. The Government has already warned that some departments may miss out on real-terms increases. The Spending Review will force choices between those priorities. Not every department will get what it wants. “Breathing space” looks rather like buying time before that conversation.
That’s also the backdrop to the Pensions Commission’s report, expected in February. Its recommendations on adequate, fair and sustainable pensions will arrive with precious little spare cash knocking around. If the Commission recommends higher contributions, people will want to know what that means for their pay packet, and employers will want to know what it adds to their costs. The case for change will have to answer both. “You need a bigger pension” is an easier message to sell than “you need to pay more now”.
The Budget had to offer voters help, give Labour MPs something to defend and reassure the people financing the country. Those audiences heard the same speech, but they were listening for different things.
That’s true of pensions, policy and business, too: one message can land very differently in different rooms.
For now, the Chancellor appears to have bought himself some time.
The bond markets don’t vote. They do, however, send a bill.
Darren Philp, Co-founder, Untamed Consulting