On LinkedIn, I posted some time ago about the communication issues progressive parties grapple with. As someone who does branding and political communications for a living here at Sea Brand, I'm concerned about the recent trend of centre-left parties losing touch with their core base.

For years, progressives have relied on one core belief: if we present the facts, people will change their minds. The NHS is underfunded—here’s the data. Structural inequality exists—read this report. Brexit has harmed the economy—see these figures.

But here’s the hard truth: facts don’t change minds—stories do.

The Right Understands This—The Left Often Doesn’t

Look at the way the political right in the UK communicates. They don’t just throw statistics at people; they tell stories that evoke fear, nostalgia, and identity. “Take back control.” “Stop the boats.” “British jobs for British workers.” Their messages are simple, emotional, and repetitive.

Meanwhile, the left tends to explain rather than inspire. Policy-heavy messaging, bureaucratic language, and an assumption that people will “do their own research” often leave audiences disengaged. The right taps into gut feelings, while the left appeals to intellect. And in a battle of emotion vs. logic, emotion wins every time.

How Progressives Can Close the Emotional Gap

If we want to create real change, we need to stop lecturing and start connecting. Here’s how:

1. Lead With Stories, Not Statistics

People don’t remember numbers—they remember narratives. Instead of saying, “The UK has the lowest pension rates in Western Europe,” tell the story of a retired nurse struggling to heat her home. Personal stories make policy issues real.

2. Keep Messages Simple and Memorable

The right is excellent at this (“Get Brexit Done”). The left, by contrast, often falls into overly complex messaging. Instead of long-winded policy explanations, progressives need punchy, repeatable phrases that stick in people’s minds—like “Save Our NHS” or “A Fair Deal for Workers”.

3. Frame the Future, Not Just the Problem

Fear can be motivating, but hope is what sustains movements. Instead of just warning about climate catastrophe, progressives should paint a picture of a thriving UK with cheap renewable energy, better public transport, and well-paid green jobs. People need to see not just what’s wrong, but what’s possible.

4. Meet People Where They Are, Not Where We Want Them to Be

Not everyone has the same political language or background. Dismissing people as “ignorant” or “on the wrong side of history” shuts down dialogue. Instead, find common ground. Talk about fairness, dignity, and opportunity—values that resonate across class and political divides.

5. Use Emotion to Drive Action

Facts inform, but feelings mobilise. If we want people to vote, protest, donate, or advocate, we need to make them feel something—anger, hope, urgency. Dry policy papers won’t do that. Compelling storytelling will.

Winning Hearts, Not Just Minds

Progressive politics is about justice, fairness, and equality—deeply emotional issues. But unless we communicate them in ways that touch people’s hearts, we will keep losing to those who do.

It’s time to rethink how we engage. Less lecturing, more listening. Less data, more storytelling. Less complexity, more clarity.

Because in politics, the most powerful truth isn’t the one with the most evidence—it’s the one that people feel the deepest.