The Mamdani way How Labour can click with ordinary people

Progressives in the UK and US are grappling with the same question. Why have rightwing populists become so much more successful at tapping into public concerns? And why are so few politicians on the left connecting with ordinary people?

- Eleni Courea Adam Gabbatt

In the US, a year after Joe Biden's defeat, the Democrats are still derided by swathes of voters and remain at a loss for how to take on Donald Trump's brand of politics.

But while Labour and the Democrats languish in nationwide polls, there are exceptions. In New York over the summer, Zohran Mamdani rose from little-known assembly member to social media sensation and heavily favoured Democratic nominee in November's mayoral contest.

What, if anything, can Labour learn from his success?

Political observers in the UK believe Labour has a communications problem. But for good comms, you need substance. For Mamdani, that has come in the form of a laser-sharp focus on the economy and affordability.

According to the NYT/Siena poll this week, 49% of likely voters thought Mamdani would perform the best on affordability issues, compared with 23% who said the same of former governor Andrew Cuomo and 10% for scandal-hit incumbent Eric Adams.

"Elections are almost always about very, very fundamental things," said Matthew McGregor, the chief executive of 38 Degrees, who is a former digital adviser to Ed Miliband and worked as a digital campaign strategist in Barack Obama's 2012 campaign.

"Mamdani has got an agenda that clicks with people's real lived experience of a city that has become just farcically expensive," he said.