Getting what we ask for

Market research, rather than principle, is driving the pledges of our mainstream parties - and voters may be tiring of it.

- DANYL McLAUCHLAN

When Chris Hipkins took over as Prime Minister from Jacinda Ardern, he held a policy bonfire: all the government's most unpopular schemes were scrapped, with the exception of the already-heavily amended Three Waters, which was rebranded (it's now the Water Services reform). And this led to a temporary surge in his party's popularity.

Labour's key tax policy for the October 14 election is the GST exemption on fruit and vegetables. Shortly after the policy was launched, Stuff political editor Luke Malpass wrote that instead of arguing for the scheme's principles, journalists were given polling "showing that it was popular with potential Labour swing voters". Labour's pollster, Talbot Mills, was reported as finding that 80% of swing voters supported it. (The plan was, however, savaged by economists and media commentators, and the party's popularity has continued to decline.)

There are similarly grave doubts about the credibility of National's tax plan. Lobbyist and political commentator Matthew Hooton, a longtime National supporter, laments, "They're supposed to be the party of fiscal responsibility and yet, during a time of high inflation and high debt, they're running on tax cuts and Working for Families handouts they can't afford".

This election year, the policies and pledges of both our main parties reflect a marketing-oriented approach. This raises problems for voters, says Jennifer Lees-Marshment, associate professor of politics and international relations at the University of Auckland and an internationally recognised expert in political marketing.