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Leak reveals Labour plan to focus on flag and patriotism to win back voters

Exclusive: leaked internal strategy presentation reveals plan to ‘change the party’s body language’
Labour must make “use of the
The presentation, which has been seen and heard by the Guardian, is aimed at what the party calls “foundation seats”, a new term for the “red wall” constituencies that handed Boris Johnson a landslide in 2019, and other seats it fears could also turn blue. It will be seen as a marker of how concerned Labour is about its electoral position.
It reveals that voters could not describe what or who Labour stands for. While the Labour leader, Keir Starmer, is rated by voters as the party’s biggest positive driver, concerns were voiced about him “sitting on the fence”.
The strategy is yet to be shared with most MPs or staffers, and Labour party managers are understood to be preparing a redacted version because of its “sensitivity”. Some party officials who have seen the presentation are alarmed by the language, believing the leadership has not reckoned with the nationalistic sentiments it invokes.
Presenting the strategy last month – including research on the party’s brand by agency Republic dating from September – the party’s head of research said voters were confused about “what we stand for, and what our purpose is, but also who we represent”.
His slides featured comments from the focus groups such as: “I don’t know anything about the Labour party at the moment, they have been way too quiet” and “he
Voters see this fog as deliberate and cynical, top officials have been told, proving that Starmer and his team are “not being forthright and honest … about where we want to be”. One Birmingham voter described Labour as “two different parties under one name”. An ex-Labour voter from Grimsby is quoted: “They are the voice of the students. They have left real people, taxpayers behind.”
Labour’s new strategy is based on extensive focus groups from Watford to Grimsby conducted in September alongside nationwide polling. The findings are being briefed to some politicians and senior staffers now, and already appear to be shaping Labour’s communications and policy-making.
The presentation suggests that displays of patriotism are needed to reinforce that the party has changed. One slide says: “Belonging needs to be reinforced through all messengers,” while another is headed “communicating Labour’s respect and commitment for the country can represent a change in the party’s body language”.
Among the top recommendations is: “The use of the flag, veterans, dressing smartly at the war memorial etc give voters a sense of authentic values alignment.” Approached for a response, a senior Labour official said the language came from the agency’s research rather than their own phrasing.
The bigger possible consequences of the left playing national-identity politics have concerned some staffers who have seen the presentation. One said: “I was just sat there replaying in my mind the storming of the Capitol
Clive Lewis, one of Labour’s leading ethnic-minority MPs, said: “The Tory party has absorbed Ukip and now Labour appears to be absorbing the language and symbols of the Tory party.”
Lewis served as a soldier in Afghanistan but decried his party’s flag-waving. “It’s not patriotism; it’s Fatherland-ism. There’s a better way to build social cohesion than moving down the track of the nativist right.”
In WhatsApp messages, sent within hours of one briefing, senior officials ordered: “Please prioritise the union jack header images, not the plain red ones.”
Earlier this week Starmer presented a party-political broadcast beside a union flag and promising to “rebuild our country”. Red wall voters have also been targeted with a Facebook advert, which demands the Tories get tougher on border control, something which Labour emphasised in an opposition day debate on Monday.
“Britain is locked down. But the borders are open. Any idea why?” the ad said, attracting criticism for language describing the hotel quarantine system that would more normally be used in xenophobic attacks on immigrants.
The strategy warns the party to brace for a backlash from “Scots and younger remain voters”, especially ahead of the Holyrood elections in May.
The strategy accepts that Labour has “excluded” and “ignored” once-core voters, which the presentation appears to blame on Jeremy Corbyn’s leadership, under which the party is described as a “party of protest”, expressing “unpatriotic” sentiments, with “arrogance” and “idealism”.
Last year’s election inquiry by party heavyweights such as Ed Miliband described the cause somewhat differently, concluding the loss of votes was a consequence of issues of alienation stretching back decades.
Staffers are also concerned at the policy ideas presented to the focus groups, including 5,000 new police officers, a fund to invest in barren high streets and protecting local bus services. A staffer who sat through another presentation said: “I couldn’t remember any of those ideas half an hour later. They were that dull.” Labour said those policies had been chosen by an agency and as examples used to test voters’ priorities.
A senior Labour official said that although the phrasing had been written by an external agency, senior figures agreed on the fundamentals and said it was intended to demonstrate internally the challenges facing the party. “Different parts of the Labour party have different opinions on what was got wrong and what wasn’t – this is broadly a reality check of what the public thinks of Labour.”
The strategy also suggests the party fears Boris Johnson’s lasting “relatability” could maintain his popularity with the country. Attacks will focus on “incompetence” in tackling the Covid crisis and plan to focus next on the Tories’ “waste” and the sense they are “cavalier and self-interested”.
The research also concludes that voters believe Labour is the party of “spend, spend, spend”, blamed on the leadership of Tony Blair and Gordon Brown. The result, according to the heading on one slide, is: “No part of the brand is insulated from lack of economic credibility.”
Whereas the public is said to care most about the economy, healthcare and Britain leaving the EU, in that order, it sees Labour politicians as sharing only one of those priorities – health – while the Tories are seen as caring most about Brexit and the economy.
A Labour party spokesperson said the presentation consisted of conclusions reached by a third party rather than Labour officials. “This is a report by an external organisation from September 2020. It deals with pre-existing perceptions of the party. Keir
source: Aditya Chakrabortty
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BENEFIT AGM approves 10%...
- March 27, 2025
BENEFIT, the Kingdom’s innovator and leading company in Fintech and electronic financial transactions service, held its Annual General Meeting (AGM) at the company’s headquarters in the Seef District.
During the meeting, shareholders approved all items listed on the agenda, including the ratification of the minutes of the previous AGM held on 26 March 2024. The session reviewed and approved the Board’s Annual Report on the company’s activities and financial performance for the fiscal year ended 31 December 2024, and the shareholders expressed their satisfaction with the company’s operational and financial results during the reporting period.
The meeting also reviewed the Independent External Auditor’s Report on the company’s consolidated financial statements for the year ended 31 December 2024. Subsequently, the shareholders approved the audited financial statements for the fiscal year. Based on the Board’s recommendation, the shareholders approved the distribution of a cash dividend equivalent to 10% of the paid-up share capital.
Furthermore, the shareholders endorsed the allocation of a total amount of BD 172,500 as remuneration to the members of the Board for the year ended 31 December 2024, subject to prior clearance by related authorities.
The extension of the current composition of the Board was approved, which includes ten members and one CBB observer, for a further six-month term, expiring in September 2025, pending no objection from the CBB.
The meeting reviewed and approved the Corporate Governance Report for 2024, which affirmed the company’s full compliance with the corporate governance directives issued by the CBB and other applicable regulatory frameworks. The AGM absolved the Board Members of liability for any of their actions during the year ending on 31st December 2024, in accordance with the Commercial Companies Law.
In alignment with regulatory requirements, the session approved the reappointment of Ernst & Young (EY) as the company’s External Auditors for the fiscal year 2025, covering both the parent company and its subsidiaries—Sinnad and Bahrain FinTech Bay. The Board was authorised to determine the external auditors’ professional fees, subject to approval from the CBB, and the meeting concluded with a discussion of any additional issues as per Article (207) of the Commercial Companies Law.
Speaking on the company’s performance, Mr. Mohamed Al Bastaki, Chairman BENEFIT , stated: “In terms of the financial results for 2024, I am pleased to say that the year gone by has also been proved to be a success in delivering tangible results. Growth rate for 2024 was 19 per cent. Revenue for the year was BD 17 M (US$ 45.3 Million) and net profit was 2 Million ($ 5.3 Million).
Mr. Al Bastaki also announced that the Board had formally adopted a new three-year strategic roadmap to commence in 2025. The strategy encompasses a phased international expansion, optimisation of internal operations, enhanced revenue diversification, long-term sustainability initiatives, and the advancement of innovation and digital transformation initiatives across all service lines.
“I extend my sincere appreciation to the CBB for its continued support of BENEFIT and its pivotal role in fostering a stable and progressive regulatory environment for the Kingdom’s banking and financial sector—an environment that has significantly reinforced Bahrain’s standing as a leading financial hub in the region,” said Mr. Al Bastaki. “I would also like to thank our partner banks and valued customers for their trust, and our shareholders for their ongoing encouragement. The achievements of 2024 set a strong precedent, and I am confident they will serve as a foundation for yet another successful and impactful year ahead.”
Chief Executive of BENEFIT; Mr. Abdulwahed AlJanahi commented, “The year 2024 represented another pivotal chapter in BENEFIT ’s evolution. We achieved substantial progress in advancing our digital strategy across multiple sectors, while reinforcing our long-term commitment to the development of Bahrain’s financial services and payments landscape. Throughout the year, we remained firmly aligned with our objective of delivering measurable value to our shareholders, strategic partners, and customers. At the same time, we continued to play an active role in enabling Bahrain’s digital economy by introducing innovative solutions and service enhancements that directly address market needs and future opportunities.”
Mr. AlJanahi affirmed that BENEFIT has successfully developed a robust and well-integrated payment network that connects individuals and businesses across Bahrain, accelerating the adoption of emerging technologies in the banking and financial services sector and reinforcing Bahrain’s position as a growing fintech hub, and added, “Our achievements of the past year reflect a long-term vision to establish a resilient electronic payment infrastructure that supports the Kingdom’s digital economy. Key developments in 2024 included the implementation of central authentication for open banking via BENEFIT Pay”
Mr. AlJanahi concluded by thanking the Board for its strategic direction, the company’s staff for their continued dedication, and the Central Bank of Bahrain, member banks, and shareholders for their valuable partnership and confidence in the company’s long-term vision.
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