James Cleverly Advocates for 'Smiling Conservatism' in Leadership Bid

In a bid for leadership of the Conservative Party, James Cleverly is advocating for a more optimistic approach to politics. Speaking at the party conference in Birmingham, the former foreign and home secretary is set to encourage his colleagues to embrace "Conservatism with a smile" and shed the image of being the "grumpy party".

Cleverly's speech comes at a crucial time for the Conservatives, who are grappling with their most significant electoral setback since the 1830s. The party, which has produced 28 Prime Ministers throughout its history, is now seeking to redefine its identity and strategy in opposition.

"Let's be enthusiastic; relatable; positive; optimistic. Let's sell the benefits of a Conservative government with a smile. We will not win back voters by pretending to be something we're not. We win back voters by being honest, by being professional, by being Conservative."

The leadership contender emphasizes the importance of defending the party's achievements during its 14-year tenure, which concluded in July 2024. This approach aligns with the Conservative Party's long-standing tradition of preserving British institutions and values.

Cleverly's optimistic tone is reminiscent of past efforts to reshape the party's image, such as Theresa May's warning about the perception of Conservatives as the "nasty party" during the New Labour era. It also reflects the party's attempts to adapt its message, similar to the introduction of "compassionate conservatism" in the early 2000s.

Currently tied for third place in the leadership race, Cleverly is positioning himself as a unifying figure capable of appealing to both party moderates and the wider electorate. His supporters believe he can transform the defeated Conservatives into a credible opposition force.

In addition to his call for a more positive approach, Cleverly has outlined several policy positions. He proposes abolishing the BBC license fee, arguing that streaming services have made the current model unsustainable. This stance aligns with the party's historical skepticism towards public broadcasting.

Cleverly also expressed opposition to legalizing assisted dying, emphasizing the value of elderly citizens' contributions to society. This position reflects the Conservative Party's traditional association with the Church of England and its conservative social values.

The leadership race has sparked debate about its timeline, with Cleverly joining other candidates in calling for a shortened contest. This would allow the new leader to respond to the upcoming Budget on October 30, 2024, rather than having the outgoing leader, Rishi Sunak, handle this crucial task.

As the Conservative Party, which once boasted nearly 3 million members in the 1950s, seeks to reinvigorate its base and appeal to new voters, Cleverly's message of optimism and unity may resonate with those looking for a fresh direction. The outcome of this leadership contest will undoubtedly shape the future of the oldest political party in the United Kingdom as it navigates the challenges of opposition and aims to regain power.