Parents hold the keys to power, so parties must put families first

We keep hearing that parents will hold the key to the outcome of the next general election. So this autumn's party conference season will see each of the parties vying to be regarded as the most in touch and sympathetic towards the concerns of modern families. Reassurance that better times are on the way will be welcome. However, given the difficulties that families have been facing, they are unlikely to be won over by policies that miss the mark and fail to address the day-to-day challenges faced in the here and now.

One thing everyone agrees needs to be a major part of all the parties' manifestos is a solution to the cost and availability of childcare. The compulsory expense for households where both parents work presents an insurmountable challenge for many families. As with the majority of financial outgoings, these costs are rising year by year. Childcare has now moved centre stage. Political parties of all colours must present a clear vision of how they propose to support working families with more affordable and accessible, high-quality childcare.