A makeover for political party communication

In the age of democracy, elections form the backbone of the people's sovereign self-determination. They not only enable direct democratic participation but also express our attitudes towards parties, politicians, democracy, society, and our fellow citizens. Elections serve as the emotional glue that compels us to accept democratic decisions even when they do not align with our personal preferences.

Perception is reality!

However, upon closer inspection, it becomes evident that in many modern democracies, elections no longer satisfactorily fulfill this function. Since the 1970s, we have witnessed a persistent crisis of political representation, manifesting along both old and new societal fault lines.

Declining trust in parties and politicians, pervasive cynicism towards democratic processes and institutions, and recent attempts at "democratic" self-help are symptomatic of increasingly dysfunctional relationships between parties and citizens.

From the perspective of political marketing and parties alike, it holds true: Perception is Reality! Many citizens feel neglected, forgotten, or simply unheard by political decision-makers due to perceived lack of responsiveness, representativeness, and political inclusivity.

Short-term voter favor vs. long-term relationship management

Nevertheless, parties have not adjusted their communication strategies; they continue to adhere to old paradigms, models, and narratives about representative politics and voting behavior. They still primarily seek direct contact with voters during the intense campaign phase to capitalize on short-term favor. Given the existential pressures on party democracy, all democrats must ask themselves whether the status quo still offers a solution to this problem.

Political communication needs to evolve

At The Indigo Red, we passionately advocate for parties to reconsider and expand their views of voters. Social and political dynamics have led to profound changes in the political landscape and culture, where voting behavior is no longer solely determined by interests, preferences, and party identity. It is crucial to place voters themselves, their individual personalities, memories, and identities at the heart of Voter Relationship Design.

To develop new, promising strategies for party political communication, it is time to build long-term relationships with the electorate that extend beyond the ballot box. This approach not only enhances bonds with one's own party but revitalizes democratic culture itself.