Scottish Labour leader, Anas Sarwar, has decided to ditch the “change” slogan following a turbulent start for Keir Starmer’s Labour Government. The slogan, previously utilized by both Starmer and Sarwar during the general election, has now been replaced with “new direction” as the party’s primary message. This change comes after a series of unpopular decisions made by the Labour Government, leading to a drop in their poll ratings since their victory on July 4th.
One senior party source mentioned that the association of the “change” slogan with the Prime Minister prompted Scottish Labour to take a different approach. The decision to switch to “new direction” is seen as a move that aligns better with the upcoming Holyrood election, acknowledging that Scottish politics are in a different phase. Voters’ sentiments towards the SNP are not the same as those towards the Tories, and the party aims to connect with key voters by pivoting their messaging.
While the “change” message was prominent in Sarwar’s speeches last year, the focus has now shifted to “new direction” across the party’s social media platforms. Despite initial high expectations for Sarwar to become First Minister in 2026, recent polls indicate a likely victory for the SNP, with Scottish Labour facing a potential decrease in seats. The party’s poll ratings have declined significantly, with the SNP showing an increase in support.
The decision to retire the “change” slogan and embrace a “new direction” reflects Scottish Labour’s strategic response to shifting voter attitudes and political dynamics in Scotland. As they navigate the upcoming election, the party is seeking to reposition itself and connect with voters on issues that resonate with them.
In summary, Scottish Labour’s move to replace the “change” slogan with “new direction” signifies a strategic shift in response to changing voter sentiment and political landscape in Scotland. By adapting their messaging and focusing on key issues, the party aims to strengthen its position ahead of the Holyrood election and appeal to a broader base of voters.