Back in June, Melanie McDonagh wrote that “the Tories are desperate to regain the female vote”. Today’s Guardian scoop, a government memo on the need to better appeal to women, proves she’s right.
In places, the document reads as if it were written by a group of men to whom women are very much from Venus. They are careful to spell out the revelation that “of course women’s views differ as much as men’s”, and their response to discovering their weakness was apparently to find whoever they could in Number 10 without testicles and ask what they were doing wrong. However, it does at least show that the government recognises that it’s losing ground with women at the moment, and that it’ll take more than footage of Cameron taking his kids to school to recover.
Melanie wrote that:
“The Tories – and it always feels like they are men, second-guessing What Women Want – seem unable to grasp that women don’t just vote according to how we feel, but by what we think, and by what we reckon is in our interest.”
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