The real problem with Rishi Sunak’s speech – and why it will come back to haunt him

Did it help give shape to Sunak’s purpose as PM? Not really, writes Salma Shah

The speech wasn’t memorable, which is a problem in the run up to an election (Reuters)

What on earth was that speech about? That’s what most people were thinking after Rishi Sunak delivered his new year reset. The PM served us a five-point pledge card, which promised to halve inflation, grow the economy, reduce debt, tackle NHS waiting lists and legislate against small boats.

All things one suspects that have been thrown up consistently in focus groups, which is why making a speech now based on the “people’s priorities” was a tactically smart manoeuvre. Owning the new year agenda with a list of things deemed to be top of mind for the Great British electorate – and cleverly setting a benchmark where possibly three out of five targets are dead certs to be achieved.

But should we consider this a success? Did it help give shape to Sunak’s purpose as PM? Did it give us insight into the mission of this government; did it help those all-important undecided voters think twice about this technocratic premiere? Not really. What’s the point of making an intervention like this? For Rishi, there are several reasons. Firstly, to establish credibility by distilling a clarity of purpose; to perform, which is a skill that every successful politician needs to learn.

The problem with the speech is that it felt confusing. Sure, most people are only going to see the top lines, which is that the PM wants to do something about small boats and NHS waiting lists but how does this fit into a broader agenda? If we’re keen on growing the economy, what would that look like? There wasn’t a consistent theme or narrative to associate with Rishi and his agenda.

It’s also a bit incongruous with the PM’s desire to keep everyone doing maths until the age of 18. Or perhaps it isn’t? Improving our technical skills to help us compete to get high-skilled jobs into the UK is important for productivity and growth, but that could have been a speech on its own and needed time and space to be explored and explained. No one is going to get it if you don’t help them to.

His delivery, whilst inoffensive, was slightly too perfect: rehearsed and lacking in conviction. The speech wasn’t memorable, which is a problem in the run-up to an election campaign where you’re supposed to leave a lasting impression. The audience needs to feel that you get it, that you’ve diagnosed the problems and understand their frustrations. “The vision to do today, what is needed for tomorrow” doesn’t quite communicate the same type of passion as: “Education, education, education.”

Rishi has less than two years to make enough of an impact to win an election. Every outing counts and every intervention needs more effort than the same tired old lines we’ve heard before. He is battling not only against an ailing relationship with his MPs – who are likely still reeling from Boris Johnson’s seductive premiership – but dismal public services and the continued risk of recession. He is a talented, hardworking person with (I believe) a real motivation for helping others, so he must use his political instinct more than the political playbooks of his predecessors.

Of course, he only needs to be better than the next guy – and with Keir Starmer’s new year speech coming hot on the heels of this one, Conservatives may have cause to remain cheerful.

Neither leaders of both major parties are natural politicians. And while the return to “boring” politics is welcome, it’s hard not to want something a little more inspiring. Can either man achieve it?