Blue collar Conservatism is essential but difficult for the Tories

David Cameron is holding the first all-Tory Cabinet meeting since 1997 today, and he is expected to emphasise his mission for this Government to be characterised by ‘blue-collar Conservatism’ in which the Tories become the natural party of working people. It is, some hope, David Cameron’s chance to show, finally, what he stands for in politics.

Previously when the Tory leader focused on a defining brand and a moral mission, it seemed a bit wishy-washy and insincere, with a lot of hugging of dogs and green trees. Then in this election campaign Cameron ended up being brutally pragmatic, not so much giving voters a reason to vote Conservative, but a reason to stop the SNP holding sway over a Labour government. That kind of trick does not make your party the one voters turn to again and again, and even if Cameron isn’t planning to stand again in 2020, he wants his legacy to be making the Conservatives electable rather than toxic.