Singh and the NDP must seize this time to turn up the political heat and prepare for the electoral battle ahead. Pictured: NDP Leader Jagmeet Singh. Photo Credit: Jagmeet Singh/X.
As students wrap up their studies, the sun is shining and the days growing longer, summer is knocking at the door. Soon to also be on the doorstep will be politicians who will be release from their duties in Ottawa later this month to enjoy the weather in their constituencies. Since this is the last full summer before election mode takes full effect, it will be an important one for political parties to stir up support and test their messaging with Canadians.
This summer will be the ultimate test for Jagmeet Singh and the New Democratic Party, who have been struggling in the polls lately. The runway is getting shorter and shorter for Singh, as the odds of an election rise with each passing day. He may want to take page out of former NDP Leader Jack Layton’s playbook to find success.
In 2011, Jack Layton led the party to its greatest electoral success achieving official opposition status. Though due to his battle with cancer, Layton was never able to settle into his seat as Opposition Leader in the House. Though his final letter to Canadians before his death in 2011 urged them to be “loving, hopeful, and optimistic,” a sentiment that defined the NDP following his passing.
Layton transformed the party from a left-wing ideological niche to a viable option for middle-class voters, focusing on practical solutions and unity. A message that resonates with Canadians then and, given the current political context, would likely still land well with voters.
The challenge for Jagmeet Singh and the NDP is tapping into that success from over a decade ago. Singh’s profile among Canadians has increased due to the NDP’s supply-and-confidence agreement with the Liberal government. Though the agreement has brought considerable criticism from some, the NDP has been able to push the Liberals on a number of progressive policies including a national Pharmacare program, enhancing workers’ rights, as well as access to dental care for seniors and low-income Canadians.
Despite this, Singh is not receiving the credit he deserves. A recent Abacus Data poll revealed that Singh has a net approval rating of -3 as 35 per cent of Canadians have a negative view of him while 32 per cent voters view him positively. The poll also noted a significant shift in support among voters aged 30-44, which are typically an NDP stronghold. This demographic has largely shifted their support to Pierre Poilievre and the Conservative Party. As a party, the NDP would receive 18 per cent of the national vote and likely lose some key seats.
The success of the Conservatives can be rooted in their “common sense” plans. The Tories are focusing on practical solutions and able to successfully communicate them to voters. Whereas the NDP have been struggling to be heard by heard by Canadians.
With the summer months upon us, the NDP have an opportunity to position themselves as the party that is fighting for Canadians and point to their recent success with the government. In doing so, leverage a broader appeal, much like Layton did, and root their vision for Canada in sincerity and practical solutions.
This summer is not just about barbecues and beach trips—it’s a critical period for the NDP to solidify its message and broaden its appeal. By channeling Layton’s spirit and focusing on sincerity and practical solutions, Singh can boost the party’s polling numbers and capture the electorate’s imagination.
In the end, Singh and the NDP must seize this time to turn up the political heat and prepare for the electoral battle ahead. The stakes are high, but with the right strategy, this could be the summer that sets the stage for a resurgent NDP.
Daniel Perry is a Senior Consultant with Hill & Knowlton, Canada’s leading public relations and public affairs firm. He is an experienced campaigner and has provided political advice at all levels of government. Daniel has received a number of awards during his career including being voted Ottawa’s top consultant by his peers.
