Slogans of Change and Continuity: A History of New Zealand's Party Messaging

In election years, parties often rely on catchy slogans to capture voters' attention. But what do these slogans really mean? The author delves into the history of New Zealand's party slogans, from 'It's time for change' in 1972 to 'Better starts now' in 2026. Labour leader Norman Kirk's decision to shorten his slogan to simply 'It's time' proved effective, and Jacinda Ardern followed suit with 'Let's do this' in 2017.

The use of present participles has become a common feature of party slogans, particularly for those seeking re-election. Bill English's 'Delivering for all New Zealanders' and John Key's 'Building a brighter future' are examples of this trend. In contrast, National's 2020 slogan, 'Strong Team. More Jobs. Better Economy,' was seen as too focused on one leader.

In 2023, Labour's 'In it for you' slogan aimed to convey that the alternative parties were not prioritizing voters' needs. However, this message may have fallen flat given the scandals surrounding Chris Hipkins' government. National's 'Get our country back on track' slogan was a more direct attempt to reassure voters.

The 2026 election presents a unique challenge for both Labour and National, as they struggle to convey a sense of change or continuity in their policies. Labour's 'Better starts now' slogan may be seen as too vague, while National's 'Fixing the basics and building the future' slogan is more ambitious but potentially complacent.

The author concludes that both parties are opting for cautious approaches, avoiding bold promises or drastic changes. This may be a reflection of their own internal struggles and lack of clear policies, rather than a deliberate attempt to appeal to voters.