Andrew O’Brien

Is cutting, or abolishing, inheritance tax the key to keeping the Tories in power? Inheritance tax is certainly unpopular and is described by some voters as a ‘death tax’. Back in 2007, the Tories were in a similar predicament to the one they find themselves in now: they consistently trailed Labour in the polls. But that year, the party made a surprise announcement, pledging to raise the inheritance tax threshold. The Tories subsequently regained their lead and went on to win the next general election. As the next election looms, and Labour continues to lead in the polls, Conservative MPs are feeling nervous. Some think that a major announcement to significantly cut, or even scrap, inheritance tax could be the solution.

The Conservatives’ brand is being taken to the cleaners. According to Lord Ashcroft’s focus groups, the words and phrases most often associated with the Conservative party right now are 'untrustworthy', 'for themselves', 'out of touch', and 'for the few'. The Conservatives are at risk of becoming the Nasty Party again. Given all the years spent detoxifying the party’s brand, how has it come to this?  The reputation of every governing party suffers with time, but the Conservatives seem to have a particular knack for being seen as heartless the longer they are in office. At a time when households are struggling, the Conservatives find themselves in a position where despite spending £37 billon to help, they are still seen as out of touch.