Former VVD strategist Bas Erlings argues that populist tactics, focusing on images and emotions, are increasingly effective in Dutch politics. He contrasts Frans Timmermans’ reasoned approach with Geert Wilders’ impactful, albeit controversial, actions. Erlings emphasizes that voters often make decisions based on instinct and emotion rather than rational thought.

Erlings points to the VVD’s 2017 campaign as an example, where the party successfully used images and clear language to resonate with voters. He acknowledges that some of the language used might be considered populist, particularly regarding immigration and social issues. He also expressed reservations about the VVD’s collaboration with the PVV, fearing the normalization of attacks on institutions and the polarization of political relations.

Erlings defines populist parties as those who identify with the concerns of underrepresented groups, identify an enemy, and offer simple solutions. He contrasts this with traditional parties that start with convictions and then find ways to communicate them to voters. He advises parties to focus on easily understood messages that inspire confidence in their ability to solve problems, warning against boring campaigns that fail to capture voters’ attention.

According to Erlings, the appeal of populism is growing because many people have lost confidence in a better future and feel that the government is not working for them. He warns that voters who feel rejected can radicalize quickly and become more loyal to their group than to the truth. He notes that populist parties already have considerable support in the polls. Erlings stresses the need for center parties to work together and offer a positive vision to prevent more voters from falling for populism.