In 1997, Watford was one of five Hertfordshire seats that Labour won in its landslide election. Like other southern seats in Hertfordshire, Essex and Kent the success of New Labour was in recognising the aspirations of the middle class, coupled with our lifetime commitment to the traditional Labour working-class vote.

Eleven years on, and we have lost three of those Hertfordshire seats and many of our remaining Labour MPs, including me, sit on perilously small majorities. Our message is no longer so clear to these target groups. Our traditional vote has been hit by the 10p tax rate issue and our middle-class vote doubts what we have to offer in these increasingly challenging economic times. They may not yet be convinced by the other parties, but they need more from us if they are to continue to vote Labour.

This may be a problem across the country looking at the results of 1 May but it is acutely so in the south-east where we have to hold seats if we are to have any hope of retaining a Labour government at the next election. There is no doubt that southern seats like Watford have a very different make-up from many of our safe Labour northern seats. Overwhelmingly people are home-owners and a significant proportion are commuters to London. While we have a more vibrant economy in the south, higher levels of immigration – much needed in some sectors – has added to the pressures on infrastructure and public services. Our public services cost more to provide and all of them struggle with recruitment when a short journey into London can produce higher earnings.

We have to recognise that living in the south, this country’s economic powerhouse, brings greater costs and pressures than anywhere else. Despite the affluence of the south, many of my constituents can not afford to buy a house. Those who are in the public sector have some chance of accessing key worker homes but those on low wages in the private sector such as retail find it near on impossible to get on the housing ladder. They will have little chance of getting social housing if they are low-income workers without children. Inevitably this impacts on the local economy and our ability to fill vacancies.

Travelling to work brings greater costs too. Non-regulated rail fares have risen above inflation every year, with few signs of better services. Roads are increasingly congested, especially in the south, and the costs of driving continue to rise with fuel prices, car taxes and congestion charging.

Our voters are feeling the pinch. Middle class and working class, all are finding life more difficult and much more expensive. They don’t just want us to listen – they want us to act. That means making it easier and more affordable to buy a home, cheaper and more convenient to use public transport and above all reasserting a sense of fairness in the taxes we introduce. They want to know that if they go out to work to provide for their families, the taxes they pay will be spent wisely. Families want more help with the costs of childcare, now at around £900 per month per child just outside London.

The appointment of regional ministers last year was an important recognition that our country is not homogeneous and that each region will have a different message to deliver to government. We need more of this with a cabinet table that more accurately reflects our southern seats and their distinctive message.

The next few months are crucial to Labour’s chances of winning the next election. Discipline, unity and focus are needed by all our members. Just as important to our chances of winning is our message in key southern seats. Let’s make sure we get both right.