That is Labour's election 'strapline' for 2010, with The Guardian reporting on the campaign planning and interviewing Douglas Alexander.
It is good to have fairness central.
In terms of political values, this comfortably outperforms the "Forward Not Back" slogan of 2005.
Grammar has not been the strong point of recent political sloganeering. "For all" may be superfluous as "fairness" might imply universality. (Could 'a future fair for some' be offered? Perhaps by those who favour the few, not the many, with their tax plans).
The main objection may be whether anybody can say they are against fairness, which means promoting a clear choice about what choosing a fairer Britain should entail.
That's why we have been promoting, over the last two years, the idea of "fairness doesn't happen by chance" as the central narrative for a political campaign which could put the idea of a fairer and more equal Britain at its heart (including making that the theme of our 2009 new year conference a year ago).
Slogans - even "now win the peace" - don't win or lose elections. But "A future fair for all" seems a good signal of Labour's intention to put its best foot forward in its campaign argument.