In popularising compassionate conservatism, a new language is essential. Conservatives must learn to stop speaking like accountants and instead start to communicate a mission. This isn't a call to deploy messianic language. That would be a disastrous folly and a departure from the party of practical wisdom that the Conservative Party is at its best. The party's moral language needs to be rooted in everyday common sense. Ask most people today about the Tory brand and despite the "decontamination" phase of Cameronism, the party is still seen as wanting to cut government, fight Europe and unleash enterprise. None of those things is bad but they don't add up to a balanced brand.
Over time, if the language and policies are consistently pursued — and we are probably needing to think in terms of at least 20 years — Conservatives should aim to be thought of in three new ways, all of them rooted in the party's best traditions.
The party should aim to be seen as allergic to government debt; to believe in living within a nation's means; and to be opposed in its gut to the immorality of leaving one generation's impossible debts for the next. Only such a hard-wired aversion to borrowing will starve the national instinct endlessly to expand the frontiers of the state.
Next, the party needs a language on poverty-fighting that can combat the Left's "What is the government doing about this?" mantra and all the consequences that flow from it. Conservatives need to be the party that asks, "What are people and families doing to build their own future?" The aim is to build a culture that sees the elimination of poverty as possible with a good schooling, a good family and a good job — not another government handout. Compassionate conservatism is not, however, libertarian. Such conservatives believe that government has a role to help people get a good education. They believe that taxpayers should support the family. They believe that any system that doesn't incentivise work is unacceptable. Wanting to work, like wanting to save, learn, give and marry, are for compassionate conservatives the greatest and most socially useful of aspirations and should never be penalised by a good government.
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