David Lynch, Director – Momentus Public Relations
Ltd
Labour’s announcement of its 2026
campaign slogan, “Better starts now”, was intended to
signal momentum and renewal. However, from a strategic
communications perspective, the slogan does not meet the
moment nor reflect the depth of the challenge Labour faces
in reconnecting with its traditional support base. https://www.labour.org.nz/news/release-labour-unveils-2026-campaign-slogan-better-starts-now/
After
more than three decades involved in political campaigns,
I’ve come to realise that choosing a slogan is never just
a branding decision, it is a test of credibility. A slogan
must acknowledge a party’s recent history, speak honestly
to its supporters, and demonstrate that lessons have been
learned. Labour’s last term in government resulted in a
profound loss of confidence among long standing supporters
who felt the party had drifted from the values championed by
leaders such as Norman Kirk. Any attempt at renewal must
begin by recognising that reality.
At today’s
announcement, Chris Hipkins described the event as a
“significant milestone for our Labour campaign today,”
before pivoting immediately to criticism of National. What
was missing was the message Labour most needs to
communicate:
Trust Us – Lessons Learned
We
have learned hard lessons from past missteps, lessons that
have reshaped how we approach responsibility, transparency,
and accountability.
Advertisement – scroll to continue reading
This is the type of statement that
signals maturity, humility, and readiness to govern. It
acknowledges the past, respects the intelligence of voters,
and demonstrates that Labour understands the work required
to rebuild trust.
Instead, the slogan “Better starts
now” was presented without context, without reflection,
and without the clarity required to reassure those who once
saw Labour as the natural custodian of fairness,
responsibility, and social cohesion.
As one respected
political commentator recently noted, Labour is struggling
to click into campaign gear. Today’s announcement
reinforces that perception. The slogan feels generic and
reactive, a line designed to fill space rather than define
purpose. It does not communicate coherence, discipline, or
strategic direction.
The public can recognise when a
party is not aligned, not energised, and not speaking with
conviction. Unfortunately, “Better starts now”
reinforces that impression. Labour appears weighed down by
internal uncertainty and an absence of compelling direction
at a time when clarity and confidence are
essential.
