"It's the economy, stupid!"

When political strategist James Carville uttered these four words in 1992, he ignited an electoral wildfire. A private memo became a campaign motto. It resonated with voters and helped to propel Bill ClintonThe American president from 1993 to 2001. He is a Democrat. into the White HouseThe official residence of the US president, in Washington DC. Burnt by British troops in 1814, it was rebuilt and painted white to hide the smoke stains..

Today, with less than two weeks to go until Britain's general election, politicians are hoping their pledges will grab the public.

They face an uphill battle. YouGovA British public opinion and polling company. It was co-founded by Nadhim Zahawi, a Conservative Party politician. finds that 78% of people think MPsMembers of Parliament. MPs are elected to represent people in 650 different geographical areas.  are out of touch. What voters care about and what politicians think they care about do not always match up. 

Money matters Both ConservativeHolding traditional values, and in a political context, favouring policies such as private ownership. prime minister Rishi Sunak and LabourBritain's main left-of-centre political party. leader Keir Starmer focused their campaign launches on it. As former prime minister David Cameron says: "The economy is the start and end of everything."

After two years of high inflationAn increase in the price of goods in an economy. , many people are desperate for relief. One Scottish voter said: "It's a struggle for most now just buying the basics." According to YouGov it remains the top issue: 49% of voters place it among their top three.

Saving the NHS The NHSThe National Health Service, the publicly funded healthcare system in the UK. The NHS was founded in 1948. is looking sickly, with record waiting lists¹ and exhausted staff². Britain spends £180bn a year on it - but an ageing population³ with growing medical demands is taking its toll. Now, 44% of voters see this as a major problem.

Labour has vowed to "get the NHS back on its feet". Meanwhile, the Tories promise that care costs will be capped.

Border policing Sunak has spent months promoting to "stop the boats" and deport migrants to RwandaA country in the centre of Africa. At least 500,000 people were killed in the appalling genocide of 1994.. Starmer has said he will "smash" people smuggling gangs. The anti-immigration Reform party is now polling at 19%.

This reflects a sizeable minority. YouGov finds 41% of the public think migration is a key issue. A high number - but perhaps lower than one might expect given how much time Sunak has devoted to it.

Go green The two biggest parties are very divided on climate. Sunak has pushed back on some climate policies.⁴ Labour has argued that renewable energy, insulating homes and green growth are key to a successful economy.⁵

A poll found that 69% are concerned about climate change and 61% support net zeroWhen the gases going into the atmosphere are balanced by those being taken out of it. targets. But just 21% of people rank it as one of their top three concerns.

Wake up Sunak's party has spent the past few years fuelling culture warsA cultural conflict between groups in a society.. They have attacked transgenderSomeone whose gender identity (what they feel inside) does not match the gender identity they were assigned at birth (based on their biology). rights, the BBCThe British Broadcasting Corporation is the UK's national broadcaster. , the National TrustA charity operating in England, Wales and Northern Ireland that maintains historic buildings and country estates for the public. Founded in 1895, today it owns more than 500 properties, as well as a large and expanding art collection., "wokeAwareness of injustice in society, particularly related to sexism and racism." universities and mental health allowances.⁶

Yet the data finds that many people are turned off by such messaging. A Conservative campaign message saying "the woke mob is taking over" saw a 10% decrease in Tory voters likely to back Sunak in the election.

Creature comfort Politicians rarely think about animal welfare. But for many voters it matters. A poll last year found that 71% of people feel stronger animal rights laws reflect their views.⁷

Before the 2017 election, prime minister Theresa May offered a vote to bring back fox hunting.⁸ Labour filled social media with adverts attacking this. May lost her majority.

Are politicians out of touch?

No: Parties might seem out of touch. But MPs actually deal with numerous local concerns. They can see when an issue affects their constituents. And they try to translate this to a national level.

Yes: Politicians sit in their bubble reading newspapers that exaggerate headline issues over real concerns. If the two major parties lose out on votes, it will show that they have not listened to the public.

Or... The true picture is too complex for any politicians or parties to grasp. The electorate includes many people with many different and shifting opinions. The key is offering a bit of everything.

Bill Clinton - The American president from 1993 to 2001. He is a Democrat.

White House - The official residence of the US president, in Washington DC. Burnt by British troops in 1814, it was rebuilt and painted white to hide the smoke stains.

YouGov - A British public opinion and polling company. It was co-founded by Nadhim Zahawi, a Conservative Party politician.

MPs - Members of Parliament. MPs are elected to represent people in 650 different geographical areas. 

Conservative - Holding traditional values, and in a political context, favouring policies such as private ownership.

Labour - Britain's main left-of-centre political party.

Inflation - An increase in the price of goods in an economy. 

NHS - The National Health Service, the publicly funded healthcare system in the UK. The NHS was founded in 1948.

Rwanda - A country in the centre of Africa. At least 500,000 people were killed in the appalling genocide of 1994.

Net zero - When the gases going into the atmosphere are balanced by those being taken out of it.

Culture wars - A cultural conflict between groups in a society.

Transgender - Someone whose gender identity (what they feel inside) does not match the gender identity they were assigned at birth (based on their biology).

BBC - The British Broadcasting Corporation is the UK's national broadcaster.

National Trust - A charity operating in England, Wales and Northern Ireland that maintains historic buildings and country estates for the public. Founded in 1895, today it owns more than 500 properties, as well as a large and expanding art collection.

Woke - Awareness of injustice in society, particularly related to sexism and racism.