In a world conscious of social justice, the impact of privilege on the perception and marketing of political figures has never been more scrutinised. The concept of privilege, often invisible or misunderstood, is now a critical factor in the public perception and marketing of political candidates. This article delves into how political parties can navigate the challenges of marketing candidates with privileged backgrounds, turning potential obstacles into strengths.
Understanding privilege
Privilege is the unearned benefit accorded to individuals based on societal factors like wealth, race, or gender. Commonly misunderstood, privilege extends beyond just visible ‘innate privilege’—advantages one is born with, not earned through actions or choices. There’s also ‘acquired privilege,’ gained from personal achievements, education, career success, or social status changes. Both types significantly affect an individual’s success in politics.
In European politics, privilege’s perception varies with political leanings. For example, Emmanuel Macron of France, despite his elite background as a former investment banker and graduate of prestigious institutions, has navigated public bias through policies aimed at economic reform and social equality. Conversely, Boris Johnson of the UK, educated at Eton and Oxford, often faces criticism for appearing out of touch, despite efforts to appeal to populist sentiments. These cases illustrate how left-leaning politicians can sometimes mitigate the negative impact of their privilege through advocacy for social and economic fairness, while conservative and liberal candidates may be perceived as upholding the status quo, regardless of their origins.
The pitfalls of privilege
Public scepticism often stems from a fear of elitism. In extreme cases, political privilege is linked to corruption, nepotism, and cronyism. At best, it provides access to power, information, resources, favouritism, and immunity.
The perception of being out of touch can be detrimental, especially in times of widespread societal and economic challenges. The challenge for privileged candidates lies in overcoming these stereotypes and demonstrating a genuine connection and commitment to the electorate’s needs. Communications consultant Laura Shields, the founder of Red Thread EU, rightly says, “It’s less to do with where you’ve come from and more to do with whose side you seem to be on.” It’s no surprise how the Labour Party, led by Tony Blair, who came from a relatively privileged background, managed to win in the 1997 elections against the Conservative Party led by John Major, who was the son of a circus performer and left school at age 16.
Checking and managing privilege
Voters’ frustration often stems not from the privilege itself but from how candidates and their teams manage it. There are right and wrong ways to go about pretending to be just like normal people. The wrong way is to be tone-deaf or out-of-touch. Relatability efforts take many forms: from staging bike commutes, pretending to do grocery shopping and getting upset about inflation with a massive net worth like Dr Oz, or live streaming video games from home like Rep. Alexandria Ocasio-Cortez. But, current digital audiences are ruthless and thorough when it comes to scrutinising photo ops and PR stunts.
British PM Rishi Sunak’s campaign was built around the idea that he came from a not privileged and modest background. Yet it took the media not a lot of time to find out about this elite private education and a six-figure loan from his parents to help him buy his first flat at the age of 21.
Focusing on voters
Laura Shields says there are things that you can do if you’re going to be a candidate coming from a wealthy background. Firstly, “you have to go out of your way to understand the real cost of living and the real concerns of people, rather than just saying you do and getting caught on a lie”. Former British PM and current Foreign Secretary (Baron) David Cameron apparently had a ‘cheat sheet’ of the prices of everyday items such as a loaf of bread, a pint of milk and a tube ticket. Another British PM, Rishi Sunak, became an internet meme when he answered the question ‘Are you a billionaire’ on TV with ‘Let’s not get into that’.
Secondly, in order not to come across as elitist, candidates should avoid talking down to people and opt for language that ordinary people use and understand. This technique is often employed by populists, such as Nigel Farage, who is described as speaking ‘fluent pub’ and, in the words of his media advisor, ‘fluent human.’ European Commissioner Margrethe Vestager, daughter of Lutheran Ministers and politician since the age of 21 was seen as too technocratic since her times in Danish politics, up until media consultant Henrik Kjerrumgaard helped her change her communication style and public image.
Thirdly, candidates, especially those with privileged backgrounds, should set realistic goals and avoid making lofty promises, especially during crises. Overpromising can lead to greater scrutiny when outcomes fall short, as noted by Laura Shields.
Finally, privileged candidates must not shy away from voter anger, a pivotal emotion in modern politics. Learning to channel this anger effectively, akin to figures like Donald Trump, Emmanuel Macron, and Boris Johnson, who position themselves as disruptors, can be a strategic advantage.
Strategic recommendations for privileged candidates
If you are a candidate with a privileged background avoiding bad marketing, here are a few things that you can do as a rule of thumb:
- Acknowledge privilege: Be open about your background and how it’s shaped your perspective. Polish MEP (Princess) Róża Thun und Hohenstein’s pigeonhole in the European Parliament unapologetically includes her title ‘Countess’, but doesn’t face any bad press because of her privilege.
- Authentic engagement: Honest communication and avoiding patronisation are key to forging genuine connections.
- Demonstrate commitment: Actions and policies should reflect a genuine concern for broader societal issues.
- Stay informed and connected: Understand the implications of policies and maintain a connection with a diverse range of communities.
- Use privilege responsibly: Leverage your position to advocate for beneficial changes across the community.
By adopting these strategies, candidates can transcend the limitations of privilege, fostering a more inclusive and effective political discourse.
