Thread by @DennisJMatthews

This is a thread about “affordability” as a top election issue in 🇨🇦 and why it’s everything in #elxn43 ⬇️

Tbh, affordability is a bit of a clunky #cdnpoli buzzword. Yet it’s way bigger than a campaign theme or slogan. It’s bigger than one election cycle. And it’s not just about 💰, taxes or jobs.

There is a public opinion consensus that people feel as though they’re working harder and not getting ahead. You see it in polls and hear it directly in focus groups. thestar.com/politics/feder…

You know who got this? @JustinTrudeau in 2015. This ad was entitled “Harder to get ahead”. He may have been throwing some collateral shade at Harper (and Mulcair) but it was’t really about them, it was about voters feeling like they were being held back.

⏩⏩ to 2019 and the Conservative slogan shares get ahead sentiment. “It’s time for you to get ahead” says @AndrewScheer

Both ads work well. But it’s not about a couple bucks off a purchase or creating jobs. This is foundational stuff. Why? #elxn43

B/c young families today r first generation to believe they won’t do better. It’s not about money off a tank of gas. It’s about the dream of home ownership slipping, not taking the dream vacation or not building a career that sets up a proper retirement globalnews.ca/news/3184728/l…

Now don’t get me wrong, voters are looking for signals that you get it. That can be a small tax cut to something or child care payments. Policies that show you get cost of living will help.

But back to the big picture. I’m more and more convinced that emotional arguments win the day. Information overload out there sharpens what cuts through. Broken trust in institutions changed the frame. We’ve gone tribal and look to have our beliefs confirmed not challenged.

So what do people believe?
globalnews.ca/news/5860959/c…

They believe society is rigged.

Swing voters in Canada are aspirational people. They’re plugged in enough to vote. They work hard, commute in from suburbs and often immigrated to Canada for a better life. They’re feeling ripped off right now. #cdnpoli

In fact you could excuse them for being angry. There’s no special prosecution agreements for them or lobbyists to make sure the next trade deal has an exception for their small business’ product. They just work hard and feel like they’re not getting ahead.

The world has gotten a hell of a lot richer but many middle class swing voters don’t believe it. Yes, the goal lines have changed to include iPads and big screen TVs. Yes, the macro statistics prove things are better. But the top 1% has taken things to another level.

Or maybe the macro stats don’t prove we’re better-off. It’s confusing out there... theglobeandmail.com/business/artic…

It’s party why consensus on free trade is fracturing. It’s no longer a winner with voters because they don’t think they’re getting ahead in a global 🌎. It’s also why you can have record job numbers (and good growth) and still have voters feel insecure about the economy.

It’s about emotions not rational facts. Always. Especially on the economy. Because it directly impacts your family and your way of life. It’s personal.

Back to emotional argument. Extra money and jobs help. But it’s way bigger. You need to show you understand what voters are experiencing. That you get them, their frustrations and their dreams for better. People want to get ahead again and it’s not just about the next paycheque.

That’s affordability. #cdnpoli /END