Why is Jeremy Hunt preparing to cut taxes and rein in public spending growth when polls suggest the public – by a clear margin – think this is the wrong way round?
Sky News’ Voters Panel, an online community of 2019 Conservative voters, holds the answer.
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For two weeks, Sky News has convened dozens of voters who supported Boris Johnson in 2019 to probe more deeply than possible with an opinion poll into what motivates their views on politics in this election year.
This is seen by Conservatives and Labour as a key electoral battleground. These people matter.
So while it is true the overall British population swings one way – national YouGov polling finds 55% of voters overall say spare cash should go to public services against only 30% wanting tax cuts – our group, our key electoral demographic, sees things differently.
Of these voters, 23 people expressed a clear view that they did want tax cuts. Meanwhile, 15 said that they did not want tax cuts, mostly because of a desire to put more into public services.
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When our Voters Panel was forced to choose one or other – tax cuts or more money into public spending – they picked tax cuts by the ratio of three to two – nine wanted to put more money into public spending, while 17 wanted tax cuts.
When asked to justify why they picked one over the other, the panel was clear.
Holly said: “I think cuts to personal income tax would be the most needed and most beneficial for people.
“The cost of living crisis and rising inflation has squeezed everyone, this would be a good way to bring balance back.”
Mark said: “I feel taxes are high enough. Cut taxes and give people, especially the most vulnerable, a chance to have extra money in their pockets.”
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Some, like Rob, thought higher public spending was an actively bad idea.
“More public spending doesn’t deliver better services. It just creates more waste and more middle and upper managers,” he said.
Others adopted the language of the right of the Tory party, with Terry wanting less spent on public services, because it [the party] needs to be more realistic and end spending on “woke management posts or inflated management teams”.
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While a clutch rejected more public spending, mostly for the NHS, some thought more money needed to go into police.
However, even among those who want higher spending, there is a fear it might be wasted.
Kelly, who backs budget increases, said: “I fear that we will only benefit from it if they are spending it correctly. Which I don’t think they are.”
This is not the only reason Tory strategists will plump for tax cuts over spending rises.
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Any announcement by the chancellor of a personal taxation cut will be instantly noticed by millions of people for whom it will take effect before long.
Meanwhile should Mr Hunt decide to announce future public spending rises of even two percentage points, few would understand what that means in practice and there is next to no chance anyone would feel the difference by the time election day arrives.
This choice, it seems, is more simple than it might look.
