Newshub Nation's political panel on Saturday have said political parties need to step up and show their big-picture ideas for Aotearoa/New Zealand, otherwise voters won't engage.
It comes after a major 1News-Verian poll showed Labour had slumped to 29 percent, and Chris Hipkins' popularity as Prime Minister had also taken a hit.
The Newshub-Reid Research poll in early August had Labour at 32.3 percent, National on 36.6, ACT on 12.1, Greens on 9.6, and Te Pāti Māori on 2.7.
Dileepa Fonseka, senior correspondent for NZME's BusinessDesk, told Newshub Nation he thinks Labour leader Chris Hipkins will start going on the attack a bit more.
"I think you've already seen that a little bit, trying to claim that underdog-type narrative."
But Fonseka said it shows Labour are having difficulty communicating their messages clearly - when it comes to things like vaping regulations.
"You had them talking about changing the rules of labelling of vaping [products], so you can't use strawberry crush - you have to use 'berry' as a generic term," he said.
"If you make rules to that extent, you're going to be legislating and re-legislating every few months," he said, because manufacturers will just adapt.
Fonseka also questioned the ultimate impetus behind other policies, including promising to take GST off fresh fruit and vegetables.
Missing amongst all that, is the thrust of 'why', Fonseka said.
"What is the vision of all these individual policies?"
AUT Business School Professor Ella Henry told Newshub Nation she largely agreed, saying Labour will have to outmanoeuvre the opposition at some point.
"To overcome that perception that they've been reactive, rather than proactive."
Many voters are looking for big-picture ideas, she argued.
"I'd like to think that all of the parties in the coming weeks are going to be able to give a strategic vision.
"I feel like they [Labour] might still be formulating that in the party at the moment," Prof Henry said.
However, she said, "with a three-year term, there is a very short-term focus on policies".
Janet Wilson, who was chief press secretary for former National leader Judith Collins at the last election, and is a current National member, told Newshub Nation she senses that Labour MPs are tired.
"I think it's been probably two terms of the most extraordinary activity for a Government, no matter what their stripes," Wilson said.
But she doesn't think they're panicking yet.
"I think they're in for a fight - and I think we're going to see a lot of mongrel in this election."
Wilson also noted that political debates aren't going to sway voters' opinions much.
"People will assess you, but I think there's so much news in general now, that a lot of people switch off."
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