It is not really surprising that Swedish voters according to a poll by Synovate Temo have very different images of the Social Democrats and the Conservatives, but that a whooping 70% of voters declare that the Conservatives are “on the side of the rich” should be a cause for some concern for Messrs Reinfeldt, Borg and Schlingman.
Some more observations: If the Conservative “rich people’s party” brand is very strong (it may be a good or a bad ting), the Social Democrats’ brand is less focused with trygghet as the strongest value at around 50%. The Swedish term trygghet is difficult to translate directly into English: My dictionary suggests safety, security, peace of mind and confidence as English equivalents.
Also, the Conservatives may be the rich people’s party but 49% of voters see the party as oriented towards the future. Only 33% say the same about the Social Democrats.
Finally, when it comes to competence, 45% say the Social Democrats show governmental competence against only 35% for the Conservatives.
I’d love to see somebody break down these numbers because I have a feeling that the Swedish voters’ view of the parties is not quite consistent. It would also be interesting to discuss the potential markets among voters for different parties. And: How does the relationship with the Left and Green Parties influence Social Democratic chances? Unlike the partners of the Conservatives, these parties have never been in government and the Social Democrats would prefer to keep them out of office.