It’s the emotional connection that counts

As everyone who’s ever met me will know I’m a Labour Party member through and through.

The General Election was devastating. And I certainly didn’t see it coming.

Faced with the reality of where we are, a positive leadership election is just what we need. Constructively debating the issues and starting the process of re-engaging with the public would be exciting and motivating.

But that’s not what’s happening.

There is no way I want Jeremy Corbyn to be leader. I don’t agree with his politics, I don’t feel comfortable with many of the things he has done in the past and he’s not electable. He’s not going to bring back the people who’ve left Labour in recent years and we need them or we’ll never be in Government again.

He’s capturing the imagination because he is setting out a clear policy agenda. He’s emotionally and intellectually engaging with members.

In contrast the others seems to be more focused on tactics – suggesting Liz Kendall should stand aside to make it easier to beat him is a mistake and deeply uninspiring. I’m also not really clear what they stand for, particularly with regard to Andy Burnham and Yvette Cooper.

I know there are risks with too setting out their position in detail but if they want my support they have to give me a reason to join their team, they need connect with me emotionally.

Emotions are incredibly powerful. They affect our memories, drive our behaviour, influence how we see ourselves and the groups with which we identify.

Businesses also need to connect emotionally with their target audiences if they’re going to achieve their goals and getting the message right is fundamental.

Here’s a question to ponder; do you emotionally connect with your target audiences?


By Cathy Connan

I'm an integrative psychotherapist. I help people invest in their wellbeing and live the life they want.