Yesterday it was announced that A.C.T. was changing its party branding. A.C.T. Leader David Seymour announced that his party has changed its branding in an attempt to change public perceptions of a party that has struggled since 2011. From a party with 5 Members of Parliament in 2008 including the man behind Rogernomics, Sir Roger Douglas, to a one man band that has consistently polled at 1-2% and only exists at all because of Mr Seymour’s hold on the Epsom seat, why has A.C.T. consistently struggled?
In recent years Mr Seymour, as the public face of A.C.T., has tried to soften the party’s image. A quite successful stint on Dancing With The Stars, which many people had thought was an April Fools joke – aside from some twerking – showed him as an under dog, given he was expected to exit early and perhaps ungracefully like his predecessor Rodney Hide did (after dropping his partner on stage). And New Zealanders do admittedly like an under dog – one who does better than expected.
Unfortunately for all of A.C.T.’s rebranding, the leopard is not going to change its spots. Deep down A.C.T. will still be A.C.T. – a party being kept alive out of convenience to the National Party. It can change its spots dozen times. It can make them pink the rest of it markings white. It could paint itself orange or some other bright colour, but deep down nothing has changed all is still the same.
It is still the party trying to undermine our checks on speech so that it is not responsible for its undisguised bigotry. Golriz Ghahraman will still be Golly to Mr Seymour, and still a Iranian refugee M.P. who is apparently trying to boss New Zealand around. It will still be the party that Louis Crimp, an avowed disliker of the Treaty of Waitangi who thinks Maori are savages and wanted to scrap funding for Te Reo Maori, supported.
A.C.T. will still be the party that refuses to recognize the necessity of tightening up controls on semi-automatic weapons. These include the availability of accessories and modifications such as the one that has enabled mass murders including the Christchurch mosque attacks. It did not want to know about the fact that there would be further opportunity to comment when the second tranche of law comes before Parliament towards the end of this year. Concerns that become all the more stark when one considers that the primary lobby organization for gun ownership in the U.S. – a country A.C.T. and to a lesser extent National think can do no wrong – the National Rifle Association is struggling in the face of several recent mass shootings, and students saying that they have had enough.
A.C.T. will still be the party that thinks climate change is a hoax and that the best approach is the business as usual approach. It will ignore the massive loss of biodiversity around the world, the rapidly worsening number of carbon particles per million. In the name of lesser regulation it will stonewall attempts to create a collaborative approach that brings business on board. Instead of relying on “market forces” that neither know nor care for environmental or social well being, which A.C.T. espouses, knowledge of the environment, technology and society would be put left right and centre and driven by the urgency of knowing time will be needed to adapt and therefore major steps have to be taken now.
Mr Seymour would be well advised to wind up the A.C.T. Party and start over. A.C.T. is a leopard. A leopard cannot change it spots and no amount of painting over its colours will change that. When their initial leaders resigned or left under a cloud caused by acts of stupidity that they brought upon themselves, A.C.T. should have taken the opportunity to under go a rebranding then to either be something other than a failed corporate party that pretended to be about responsibility and liberty.