Harold Macmillan improving standard of living; the slogan "Life's Better Under the Conservatives" was matched by Macmillan's own remark, "indeed let us be frank about it—most of our people have never had it so good," usually paraphrased as "You've never had it so good." Such rhetoric reflected a new reality of working-class affluence; it has been argued that "the key factor in the Conservative victory was that average real pay for industrial workers had risen since Churchill's 1951 victory by over 20 per cent". The scale of the victory meant that not only had the Conservatives won three successive general elections, but
Never So Bold in most of his races by the American jockey Steve Cauthen. Never So Bold was sired by Bold Lad, the leading British and Irish two-year-old of 1966, whose other offspring included the 1000 Guineas winner Waterloo. His dam Never Never Land was an unraced sister of Bombazine, who produced the St Leger winner Bruni. Never So Bold's only race as a two-year-old came on 29 October at Newmarket Racecourse when he finished eighth of the twenty runners in a maiden race. In the following season he lost his first three races but then developed into what the independent Timeform organisation