I don't think Labour have really grasped that the Tories aren't free market and small state people any more. Instead they're arch social conservatives, which is what won them the red wall seats. We've followed the Americans and need Labour to be more like the Democrats. Instead, Starmer seems to be completely taking for granted that core audience and is pandering to the working-class social conservatives.
TBF I think the mistake they’ve made is to assume that it’s social conservatism that’s the issue here, in the sense that those people are socially conservative.
They aren’t, but they’ve been exposed for years to a media that seeks to push issues like that, as a wedge to justify people voting against their own (and their classes) interests.
The result is something we all see here and in the real world every day, with otherwise sound people just repeating verbatim what they’ve been told as if these things are their own idea.
Dealing with that is going to be really difficult, but Starmer cannot pretend the media that’s been complicit in this is ever going to give him a free ride. He should stand outside that media, make his position clear on the issues and explain why he has that position; if he’s honest and has better advice than he has now he will be proved right more than not.