New Labour

New Labour is the political philosophy that dominated the history of the British Labour Party from 1994 to 2010 under the leadership of Tony Blair and Gordon Brown. The term originated in a conference slogan first used by the party in 1994, later seen in a draft manifesto which was published in 1996 and titled New Labour, New Life for Britain. It was presented as the brand of a newly reformed party that had altered the old Clause IV (which stressed nationalisation) and instead endorsed market economics. The branding was extensively used while the party was in government between 1997 and 2010. New Labour was influenced by the political thinking of Anthony Crosland and the leadership of Blair and Brown as well as Peter Mandelson and Alastair Campbell's media campaigning. The political philosophy of New Labour was influenced by the party's development of Anthony Giddens' Third Way which attempted to provide a synthesis between capitalism and socialism. The party emphasised the importance of social justice, rather than equality, emphasising the need for equal opportunity and believed in the use of markets to deliver economic efficiency and social justice.

The New Labour brand was developed to regain trust from the electorate and to portray a departure from the party's traditional socialist policies, thereby communicating the party's modernisation to the public. However, it was criticised for its breaking of election promises and of loosening its links to the trade unions. Calls for modernisation had become prominent following Labour's heavy defeat in the 1983 general election, with the new Labour leader, Neil Kinnock, who came from the party's soft left Tribune Group of Labour MPs, calling for a review of policies that led to the party's defeat, and for improvements to the party's public image to be made by Peter Mandelson, a former television producer.