Louise Brown: Opportunity knocks for a party that offers real world change, especially for Gen Z | Conservative Home

Louise Brown has been a parliamentary candidate, is a teacher, and Director of Educational Partnerships. She is a broadcaster on local radio. 

When I first started writing this piece, the mood was different across the pond and in Britain.

By the time it is published, it will no doubt have changed again. This doesn’t alter the reasons why voters votes are shifting, with policies and outcomes now driving choices, rather than philosophical posturing or traditional, straightforward ideology—especially among younger voters and women. There is an opportunity for the Conservatives to fill the space between ‘bully boy’ tactics and questionable progressive left-wing rhetoric, but are they taking advantage of this chance?

Polling shows that the majority of Britain’s population is very unhappy with Trump and J.D. Vance’s treatment of Zelensky.

Our cultural sense of fair play remains strong. Simply put, it’s just not cricket.

However, the unpredictability of Donald Trump is not a new phenomenon, and it would be a mistake to forget that both men and women rallied behind him in the US election. The FT’s chief data reporter, John Burn-Murdoch, tells us that the disaffection among Gen Zs in Europe is greater than that in the USA, especially as traditional narratives—built around stable institutions and the idea that hard work leads to success—are no longer available to them.

In the USA, Gen Z’s living standards have improved, and they are actually climbing up the housing ladder. How this knowledge might affect the future voting patterns of British male and female Gen Zs can’t be ignored. It’s worth noting that in Germany’s recent elections, the AFD tripled their vote share among 18-24-year-old men and women. Research by Pew and other polling organisations also shows that European Gen Z voters are more likely to feel disillusioned by traditional political structures.

The trend for younger voters to vote for the person, not the party, is further evident in the 2024 UK general election, where many young people expressed discontent with the major parties and were more focused on the character and policies of individual leaders, rather than aligning themselves with any of the main political parties.

Trump’s economic rhetoric and law-and-order messages in the US election appealed to women, even as his controversial statements and policies alienated others.

Female voters are more likely to respond to promises of job creation, wage increases, affordable healthcare, or localised economic support. If the talk of “democracy” and the ‘rule of law’ doesn’t translate into practical policies that improve their lives, it could be deemed out of touch or irrelevant to their daily struggles. Philosophical arguments and meaning may have been the touchstone of previous Conservative leaders—certainly, Margaret Thatcher is rightly celebrated for her sureness of mind and principles—but if the focus is too much on grand ideological concepts without addressing practical issues, could this not alienate voters more?

Younger voters, particularly those concerned with social justice, climate change, and inequality, tend to prioritise issues that feel more immediately connected to their personal and collective futures. A focus on issues that affect young people’s day-to-day lives—things like jobs, education, and housing—would help ground ‘big ideas’ in real-world concerns.

Trump’s ability to dominate media narratives also played a significant role in influencing voters in the US. His use of social media, particularly X allowed him to directly communicate with voters, bypassing traditional media channels that many felt were biased against him. For some, this direct communication is appealing. This resonates with some women who voted for Trump as a reaction against what they saw as an overemphasis on political correctness and feminism in mainstream culture. For these women, Trump’s brash, unapologetic style was seen as refreshing. They appreciated his bluntness and his stance against what they perceived as the “left-wing” dominance of cultural discussions around gender, race, and identity.

Practical leadership is always tough to model when in opposition, but current messaging should be delivered using inclusive language.

Many voters are less concerned about high-minded ideals and more focused on real, actionable policies that can improve their quality of life. When politicians frame their arguments around lofty ideas like “saving democracy,” they might miss the opportunity to directly engage with the concrete concerns that voters care about most. Trump and, in his own way, Nigel Farage, have managed to avoid this pitfall. Trump is still seen as someone who does, even when his decisions may be deemed flawed. His rhetoric speaks to actionable, real-world solutions. Results both in the US and in Europe show that this matters.

In conclusion, the shifting dynamics in voter behaviour, especially among younger voters and women, present a unique opportunity for the Conservative Party to capture the appeal of a broader electorate. The growing dissatisfaction with traditional political structures and the increasing focus on practical, real-world policies rather than lofty ideological rhetoric could be the key to securing the support of disillusioned voters.

The Conservatives, and their leader, must seize the moment.

By using inclusive language and emphasising actionable solutions, they can position themselves as the party that listens to everyday concerns, rather than one that engages in philosophical posturing that risks alienating those most in need of tangible change.

Badenoch should focus on economic empowerment, sustainable growth, and addressing the concerns of marginalised groups. If she does, she might bridge the divide between the “bully boy” tactics of the right and the progressive left’s policies, which are starting to lose their shine.

If the Conservatives can balance bold, caring, forward-thinking policies with practical, people-centred solutions, and vote-winning inclusive rhetoric, they have the chance to capture a new generation of British voters across the socio-economic spectrum—voters who are less interested in party loyalty and more focused on results.