Ed Miliband says the Party "must change".

In a speech in London, he has admitted that too many people see Labour as the party of benefit cheats and bankers.

He has pledged to champion "responsibility" among the richest and poorest but warned that would be impossible if society become "more and more unfair, and more and more divided".

When asked about his leadership, Mr Miliband said the "gossip of Westminster is irrelevant to people of this country".

"People are more interested in the future of this this country than Westminster gossip."

Mr Miliband said: "My party must change.’

"We must create a boardroom culture that rewards wealth creation, not failure.’

"We will be a party that rewards contribution, not worklessness."

Under changes being considered by Labour, private companies could be required to publish the pay ratio between their highest earning executive and the average member of staff.

He called for a "more responsible economy" and "more responsible society" that marked a break with the "take what you can way of the past".

People in work could also be given priority when allocating council housing, Mr Miliband revealed.

Labour's policy review is looking at a scheme in Manchester, where priority in social housing is given to people who contribute to their communities by working or volunteering.

In his speech, Mr Miliband attempted to draw the line under elements of the legacy of his predecessor as Labour leader, Gordon Brown.

"For too many people at the last election, we were seen as the party that represented these two types of people: those at the top and the bottom who were not showing responsibility and were shirking their duty to each other," said the Labour leader.

"From bankers who caused the global financial crisis to some of those on benefits who were abusing the system because they could work - but didn't.

"Labour - a party founded by hard working people for hard working people - was seen by some - however unfairly - as the party of those ripping off our society."

While New Labour "changed the fabric of the country", it "didn't do enough to change the ethic", he said.

Mr Miliband said that the last Labour government talked about fixing the lack of responsibility in British society, but failed to do so.

But he added that the coalition Government's approach was "woefully inadequate".

"I know that there is a yearning for a more responsible economy. A more responsible society and a sense of common life that offers meaning and purpose," he said.

"That is the mission for our party."

(This article is edited from an article ublshed by Sky News, 13/6/11)