The Labour Party Annual Conference 2025

SME4Labour and JL. Partners fringe: HOLDING ON TO THE HEROES: HOW LABOUR WINS IN 2029

Speakers:

• David Burton-Sampson MP, Member of Parliament for Southend West and Leigh
• Bill Esterson MP, MP for Sefton Central,
• Mohammad Yasin MP, MP for Bedford

Chair: Tom Lubbock, JL Partners

The session “Holding on to the Heroes: How Labour Wins in 2029” examined the motivations of the so-called “hero voters” – those who switched from Conservative support in 2019 to Labour in 2024 – and explored strategies for retaining this pivotal group ahead of the next general election.

Chair Tom Lubbock opened the discussion, defining hero voters and presenting recent polling insights. Despite concerns over the coalition’s fragmentation, data showed that Labour retains the loyalty of 66% of these voters, outperforming average Labour voter retention from 2024. Hero voters tend to be older, more affluent, often retired, and concentrated in regions including Yorkshire, the East of England, and London. Key issues for this group include healthcare, immigration, national security, and the cost of living.

Bill Esterson emphasised cost of living as the single most critical priority, alongside improvements to public services, particularly the NHS, and enhancing safety both locally and internationally. He highlighted Labour’s progressive labour policies, energy transition, and strong stance on public services as resonating with the hero voter segment.

Mohammad Yasin reinforced these findings from his constituency experience, citing cost of living pressures, rising antisocial behaviour, and inadequate transport infrastructure as top concerns. He underscored the importance of direct engagement with constituents through open drop-in surgeries and regular door-to-door contact, stressing honesty and responsiveness as key to maintaining voter trust.

Paul Hilda offered a strategic perspective, cautioning against an over-reliance on narrow voter personas. He argued that Labour must develop a broader, more sophisticated understanding of the electorate and assemble a winning coalition capable of countering the rise of populist challengers. He praised the vision articulated in Labour leadership speeches but highlighted the importance of translating rhetoric into bold, tangible action.

The discussion concluded that retaining hero voters requires a combination of targeted policy focus, clear communication, and genuine, on-the-ground engagement. Listening to constituents, addressing their everyday concerns, and demonstrating measurable improvements in public services will be central to Labour’s strategy heading into 2029.