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Is voter apathy now the norm?

JenniferTankardOnly Ukip has emerged victorious from the 2014 local and European Union elections. Their significant gain of new councillors and MEPs has them shouting about a historic breakthrough and becoming a national force. The three main political parties have all responded with an intense bout of public hand-wringing, with Cameron urged to move to the right, Clegg to resign and Miliband to find some new policies and never eat a bacon butty on TV again – although who really looks good eating breakfast?

While the focus on post election analysis remains on arguing about campaign techniques, broken promises and the yawning gap between the political elite and ordinary people, the majority of voters went for the ‘none of the above’. It is estimated that turnout was around 36%. The lack of political comment about this low turnout may indicate political and media apathy about commenting on voter apathy. Or that, as turnouts at local and European elections are consistently low, there is no new story to tell.

As usual, the pattern of voter turnout was fairly consistent across different regions. In London, Lambeth recorded the lowest turnout at 32%, and Richmond the highest with 46.3%. Manchester Council had a 37% turnout, although its city centre only achieved 17%.  Northern Ireland managed an impressive 51.84% turnout for elections to its new 11 super councils.

When interviewed by the press, voters consistently said that they had voted on national issues. But clearly some local issues were at play. Labour claimed their gains in Hammersmith and Fulham were caused by an unpopular decision to demolish and redevelop two housing estates. The two-year prison sentence last autumn for the former Liberal Democrat leader of Kingston-upon-Thames wouldn’t have gained the party many local friends. And in Hastings, an area that should be prime UKIP territory – a seaside borough in Farage’s Euro constituency, with a mix of Tories and working class Labour voters, Ukip lost their only councillor.

The low turnout may reflect the fact that people continue to believe that they aren’t offered much choice or that they don’t know enough about the choice on offer. Campaign group, Unlock Democracy believes that some type of online hub for election information would make it easier for voters to get informed about the political choices on offer.

They have created Vote Match, an online app which matches voters to the parties that best represent their views in an election. Vote Match has, apparently, a track record of boosting participation. After the 2010 general election, where over 1 million people took Vote Match, a survey showed that 5% of users decided to vote as a result, and 77% users sought more information about politics. But like the initiative I reported in my last blog – a combination of personalised mailings and saying thank you, the impact is to nudge a few more people into the polling booth. It’s not going to create a stampede.

Politicians and political parties need to do far more to reach out to people and give them reason to vote. Clearly explaining policies, setting out differentiation and talking in a language people understand might stem the flow of apathy. It could be worse. In Slovakia, just 13% of voters turned out for the 2014 Euro elections. But it could be so much better, even allowing for people to have the right to be apathetic if they choose.

Jennifer Tankard
Jennifer Tankard is chief executive of Responsible Finance
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