Words to win the next Welsh election

A picture of the Senedd seen from the outside, against a blue sky. In the week the Senedd turned 25, substantial reforms to the way the parliament works were passed, marking the next chapter in the ever-evolving story of devolution.

Roger Lewis takes a look at the words behind Senedd campaigns past and what we might see ahead of 2026.

Basking in our glorious Welsh summer weather, thoughts in the shade inevitably reflect upon the past, and then ever so gently drift toward the future.

What will the next twelve political months have in store for us all?

Well, the 2026 Welsh election may loom like a dark cloud for some, a ray of sunshine for others and a potential, torrential downpour for many.

Yes, the political climate in Wales is currently being forecast on an almost daily basis. Quite possibly, or even probably, focus groups are already taking or have taken place, sounding out the hopes, ambitions, and desires of the nation. The views and opinions of the Welsh electorate are currently being polled as frequently as pints being pulled on Westgate Street.

So, as you while away these summer days, as you chill the Chablis (“Purity in Every Pour”), pull up a Pimm’s (it’s ‘Pimm’s O’Clock”) or pour out a pint (“Brewed to Be Bold”), and don’t forget the over 16 vote, so crack open a Coke (“It’s the Real Thing”), ask yourself: can words win the next Welsh election? Will slogans shape the Senedd? Will smart suited Machiavellian marketeers decide the outcome of 2026? Are you a “mwydyn” (allegedly Gen Z Welsh for a nerd, not a worm!)? Well, hopefully the answer is no!

Well, the 2026 Welsh election may loom like a dark cloud for some, a ray of sunshine for others and a potential, torrential downpour for many. 

But, butt! A recently published book, “Eight Words That Changed The World” by Chris Bruni-Lowe, hailed, no less, as “compelling” by the BBC’s Chris Mason, lauded as “timely and fascinating” by Tim Shipman of the Sunday Times and championed as “insightful” by Jim Pickard of the Financial Times, tells us otherwise.

The book is a modern history of the election slogan and Bruni-Lowe says that “the right political slogan, used at the right time by the right party, can have profound consequences on people’s lives.” The book draws upon “a database of more than 20,000 slogans” and “uncovers the fact that just eight ‘hit’ words have been central to the successful outcome of most major elections.” Bruni-Lowe says that “these potent words have spanned continents and ideologies, toppled governments, ended conflicts, inspired sweeping societal transformations and been echoed by democratic and authoritarian regimes alike.”

Phew, problem solved! 

Innovative. Informed. Independent.
Your support can help us make Wales better.

Now, before these magic Merlin words of persuasion, these pearls of linguistic sorcery, are unveiled, let’s go gently back in time, and revisit the electoral clarion calls of Senedd elections past, words that launched a thousand ayes, and they were all in Welsh and English. 

In 1999, the Labour Party in Wales were “ Working Hard for Wales”, “Standing Up for Wales,” and were “New Labour, New Wales.” Plaid Cymru wanted “A New Beginning for Wales,” the Welsh Liberal Democrats to “Liberate Wales from One-Party Rule,” whilst Welsh Conservatives wanted “Fair Play for All.”

Four years later, in 2003, the Conservatives were “Fighting for the Vulnerable,” and “Working with You.” Labour were “Working Together for Wales,” in “Clear Red Water,” and were “The True Party of Wales.” The Liberal Democrats stated they would “Put Wales First,” “Led by Labour, driven by the Liberal Democrats,” with “100 Lib Dem Policies Delivered in Coalition.” Plaid did not appear to have a singular phrase that year, slogans for individual constituencies existed, and its focus was on a “coherent, alternative programme for the government of our country,” and “A New Wales.”

In 2007, Plaid wanted to “Make a Difference!” and “Kick Labour into Touch,” the Liberal Democrats, “A Fair, Green Future,” Welsh Labour were “Building a Better Wales,” and the Welsh Conservatives were “Bringing Real Change to Wales.”

Shorter, pithier slogans from the four main parties were the order of day in 2011, which all neatly translated into Welsh. The Liberal Democrats said: “Gall Cymru Yn Wneud Yn Well” (“Wales Can Do Better”), Labour was “Sefyll Dros Gymru,” (“Standing Up for Wales”), Conservatives “Llais Newydd I Gymru” (“A New Voice for Wales”) and Plaid Cymru were “Dros Gymru Well” ( “For a Better Wales”).

What are the words that will shape the political narrative of the next 12 months and that will echo across our nation and inspire a cross on the 2026 ballot paper?

Six parties were in the running in 2016. The UK Independence Party arrived with “A Strong Voice for Wales,” the Wales Green Party stood “For people, for Planet, for Wales,” Labour “Together for Wales;”Plaid Cymru – “The Change Wales Needs,” the Conservatives were “Securing Real Change for Wales” and the Liberal Democrats wanted to create “A Wales That Works For You.”

In the last Senedd election in2021, at least nine parties were in the field, with a rich mix of slogans. And, for the most part, they were saying: Labour “Moving Wales Forward,” Plaid Cymru “Let Us Face the Future together,” Conservatives “Let’s Build a Better Wales,” Liberal Democrats “Putting Recovery First,” Wales Green Party “Transform Wales,” Propel “Not Politics as Usual,” Reform UK “Changing Politics for Good,” UK Independence Party “ Wales Forever, Britain Together,” and Gwlad added “Not Left, Not Right, Just Welsh.”

What are the words that will shape the political narrative of the next 12 months and that will echo across our nation and inspire a cross on the 2026 ballot paper?

Some say that one of the many unintended consequences of the new voting system (the increased Senedd size, the new constituencies, and the proportional representation formula of the D’Hondt system), will be to make Welsh political slogans in 2026 even more crucial and powerful, unifying political parties who may not have the politicians who can connect with the people.

So, let’s share these “Eight Words That Changed the World,” as identified by Chris Bruni-Lowe.

They are: ‘People’, ‘Change’, ‘Democracy’, ‘Strong’, ‘Together’, ‘New’, ‘Time’ and ‘Better’.

Robust debate and agenda-setting research.
Support Wales’ leading independent think tank.

And which Welsh political parties, if you look at how these words have been previously used in global election slogans, will “Put Welsh People First;” who will promise “Change We Can Believe In” and will “Defend Democracy?” Who will make Wales “Strong and Stable,” to “Bring Us Together,” in a “New Wales,” when “It’s Time” to build “A Better Life For All?”

Will the Senedd 2026, to quote the Donald, “Gwnewch Gymru’n Fawr Eto?”

This is heady, yet sobering stuff! Phew it is! I think it’s time for us all to return to the shade and for me to my laptop.

Here is what ChatGPT said when I entered the phrase “Wales and Words”:

“Wales is a hum of wind through slate
A rain-slicked vowel shaped in stone-
Where mountains speak in consonants,
And sheep dot hills like commas in a lullaby”

“Wales and words:
Not just a place and a sound,
But a shared breath
Between the land and its telling.”

If it stood, I think the AI party could do well in next year’s Senedd Election.

Artificial Intelligence: “Tomorrow Thinks with AI!”

All articles published on the welsh agenda are subject to IWA’s disclaimer. If you want to support our work tackling Wales’ key challenges, consider becoming a member.

Roger Lewis returned home to Wales in 2004 to be Managing Director of ITV Wales and then Chief Executive of the Welsh Rugby Union. He has chaired Cardiff Airport, Cardiff Capital Region, Yes for Wales Campaign, Cardiff Business School Advisory Board, was President of the National Museum of Wales and last year completed his review of Cadw. Roger spent 30 years in London at the BBC, EMI Records, Decca, and Classic FM. He is currently advising on investment into Wales and is a trustee of a charity for disadvantaged young people.

Also within Politics and Policy