Labour needs to respond to the security concerns of older voters and the individualistic values of the young if it is to return to power, according to a new report by RedShift.

The group, which is chaired by the Shadow Health Secretary, Heidi Alexander, identifies two major changes in British society the party needs to respond to if it is to revive its brand: the country’s ageing population and how technology and changing patterns of work are contributing to a more individualistic society.

Its latest report argues that Labour scared the over-55s at the last general election and warns that they will make up the majority of voters by the time of the next one. “An older society is a society that will primary be driven by security concerns,” it says.

“Fear of not having enough for the future; fear of those who threaten their small share of the cake, and a fear of those within and without our community who are different and potentially threatening to our nation’s harmony.”

Among the young the report argues that technology and changing work patterns, with the proportion of the self-employed having risen from 11.6% of the workforce to 15% since 1985, have made people more individualistic and questioning of public service provision.

“Our 2015 campaign said nothing to this emerging group of strivers. Indeed we came across as anti-enterprise,” it says. While Labour today lacks any account of how technology will transform the provision of public services in the future.

The report, written by MPs Liam Byrne, Shabana Mahmood and Nic Dakin and community organiser Caroline Badley, says Labour needs to communicate a sense of change to the public and a conviction that it wants to win back power.

“Building block number one for any repositioning of the Labour Party is to ensure the over 50s feel secure that their share of the cake is not going to be diminished by a Labour government.“

“Crucial to that is showing – not telling – what role we see for public services. Most departments in 2020 will be nearly 30% smaller, and it would be ludicrous to suggest we will return to the past.”

It is also sceptical about the importance of younger voters to Labour’s electoral strategy. “All truly successful political parties need the momentum brought by younger votes, but we have to face the reality of turnout levels amongst the under-35s. We need to marry a security offer for older voters with an empowerment message for the young.”

You can read the full RedShift report here.