The ideological marriage of neoliberalism and conservatism might seem odd at first glance. One theory champions unfettered markets and minimal state intervention, while the other clings to tradition and social stability. Yet, over the last few decades, this unlikely partnership has profoundly influenced governance, societal norms, and the trajectory of global capitalism. By exploring the works of scholars like Tetsuji Nakano, Melinda Cooper, and Ray Kiely, we can uncover the roots of this ideological alliance and examine how it manifests today.

The alliance that defies logic

In his chapter "Neoliberalism and Conservatism," Tetsuji Nakano unravels the paradox at the heart of this alliance. Neoliberalism, with its devotion to free markets and deregulation, directly undermines the community structures and stability that conservatism traditionally aims to preserve. Yet, beginning in the 1980s, conservatives embraced neoliberal policies to advance global capitalism.

Nakano points to a decline in elite responsibility as a driving force behind this ideological shift. Historically, conservative elites viewed themselves as custodians of societal stability, often adopting paternalistic roles in community welfare. However, over time, these elites pivoted toward profit maximization, aligning with neoliberal ideals and diminishing conservatism's coherence. This fusion represents less of a strategic adaptation but a surrender to the forces of global capitalism.

The consequences of this compromise are stark. Neoliberalism has widened economic inequality, eroded social cohesion, and disrupted community life—ironically, the very values conservatism was designed to protect. Nakano argues that this ideological merger dilutes conservatism, leaving it a shadow of its former self and calling for a return to core principles that emphasise stability and social responsibility.

Populism: the alliance in action

The rise of populism illustrates how neoliberalism and conservatism have adapted to coexist. Ray Kiely’s analysis of Trumpism in “Conservatism, Neoliberalism, and Resentment in Trumpland” captures this dynamic. Trump’s slogan, “Make America Great Again,” cleverly weaves neoliberal and paleoconservative themes, appealing to diverse factions within the political right.

Kiely explains that Trumpism draws on two key narratives of betrayal. The neoliberal betrayal narrative blames government inefficiency and overreach for economic stagnation, promoting solutions like deregulation and tax cuts. On the other hand, the conservative betrayal narrative mourns the erosion of national sovereignty, cultural homogeneity, and traditional values. These narratives create a potent, if contradictory, appeal.

Trump’s presidency, however, exposed the limits of this alliance. While his rhetoric resonated with working-class voters, his policies ultimately served corporate interests. Tax reforms and deregulation disproportionately benefited the wealthy, reinforcing neoliberal structures under populist governments. Kiely aptly labels this phenomenon “right-wing neoliberal populism,” a governance model that relies on authoritarian and populist tactics while upholding the architecture of global capitalism.

Family policies: where ideologies meet

The family has emerged as a critical battleground where neoliberal and conservative ideologies intersect. Melinda Cooper’s Family Values: Between Neoliberalism and the New Social Conservatism examines how both camps rely on the family to shoulder societal burdens. For neoliberals, this shift reduces state welfare obligations, while for conservatives, it reinforces traditional moral frameworks.

Cooper traces this convergence back to the 1970s and 1980s when the dismantling of Keynesian welfare states began. Neoliberal thinkers like Gary Becker reimagined the family as an economic unit, responsible for care, discipline, and human capital development. This approach justified cuts to public welfare by framing them as opportunities for individual responsibility.

However, these policies mostly impact women, minorities, and working-class families. Welfare reforms often push single mothers into low-wage labour or compel them to adhere to traditional family roles. Marriage promotion policies, another hallmark of this alliance, uphold patriarchal norms and marginalise nontraditional households, such as LGBTQ+ families.

The family model promoted by neoliberalism and conservatism may appear efficient on the surface, but it exacerbates inequality and entrenches systemic biases. Cooper’s critique underscores the urgent need for collective care systems that move beyond the privatised family model.

Consumerism: reinforcing traditional hierarchies

Neoliberalism and conservatism don’t just shape policy; their alliance also manifests in cultural dynamics, particularly through consumerism. Social media and marketing strategies, for instance, have commodified feminist ideals, creating a narrative of empowerment tied to consumption, with conservative, predominantly white and elitist aesthetics and narratives.

Platforms like Instagram and TikTok promote curated identities that hinge on specific products, projecting an illusion of individuality and self-expression. While these trends appear progressive, they often exclude marginalised groups and reinforce class divides. As YouTubers like Shanspeare and Leilani Lei observe in their critique of beauty trends and influencers, this pseudo-individualism aligns with conservative goals by upholding traditional norms of femininity and conformity.

Neoliberal consumerism’s focus on individual choice also deflects attention from systemic inequalities, effectively maintaining the status quo. Marketing campaigns subtly transform feminist energies into marketable trends, ensuring empowerment remains a personal pursuit rather than a collective movement.

Cracks in the foundation

The alliance between neoliberalism and conservatism has undeniably reshaped the modern world, from governance to culture. Yet, its contradictions are increasingly difficult to ignore. Nakano, Cooper, and Kiely all point to the cracks in this ideological merger, urging a revaluation of its premises.

Nakano advocates for conservatism to reclaim its commitment to community and social stability. Cooper calls for systemic solutions to replace the neoliberal emphasis on privatised care. Kiely highlights the need to address the growing tensions between neoliberalism and conservatism to craft a more coherent political vision.

Disentangling these two ideologies may be the only way to address the social and economic challenges of the 2020s. By rediscovering its foundational values, conservatism could chart a path that balances tradition with the realities of a rapidly changing, interconnected world.