I would guess that it’s because the current approach is no longer working as well as it should as the gap between the political class and citizens grows larger

I would guess that it’s because the current approach is no longer working as well as it should as the gap between the political class and citizens grows larger and the narrative appears less and less believable or comes off as nonsensical. This sort of narrative spinning is driven by the political class and is an essential element to keeping a grip on power or affecting change.