Values are to politics as branding is to retailing. This helps explain the DA’s leadership debating BEE legislation this weekend. To achieve internal consensus, the party should focus on how promoting its values aligns with developing a plan to pummel poverty - on commercially and politically viable terms.
Voters the world over respond to complex challenges not by studiously researching the issues but rather by supporting those who share their values. The ANC’s values-based bond with so many voters traces to its role in delivering universal political freedom. With polls pointing to another ANC national majority despite revelations of rampant corruption, the DA is not going to reshape the nation’s political landscape with its values.
With over 30 million South Africans being poor, the DA’s influence rests on its ability, as the official opposition party, to present a workable plan to achieve universal economic freedom. If it had to ditch its values to produce such a plan, that would, of course, be a serious issue. Rather, the DA’s values are consistent with SA achieving broad prosperity, yet the trademark of political progress is negotiated compromising.
That BEE legislation is race based is a lesser criticism than how it was always going to benefit few at the expense of many. Per capita income growth has been stagnating for years with no end in sight. That the poor shoulder the greatest hardship is a recipe for rising populism.
None of SA’s centres of influence has offered anything resembling an adequate plan. This is largely explained by their not challenging the ANC’s anti-accountability ploy of heralding a multitude of objectives.