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Reform UK Voters: Labour’s “Own People” Feeling Betrayed

In a frank admission following Labour’s disappointing local election performance, the party’s political director described Reform UK supporters as “our people” who feel “pissed off” with Sir Keir Starmer’s government. This revelation comes after Labour’s significant losses—including surrendering the Runcorn and Helsby by-election, long considered one of its safest seats—underscoring growing disillusionment among traditional Labour-leaning voters.

Local Election Setbacks and the Runcorn Shock

Labour’s return of only 98 councillors marked a net loss of 187 seats compared to 2021, a blow that reverberated across the party’s historic strongholds. The Runcorn and Helsby by-election saw Reform UK claim victory in a constituency that had comfortably delivered majorities for Labour for decades. Internal polling presented to MPs revealed two key dynamics:

• Mobilising non-voters: Reform UK succeeded in energising habitual non-voters, translating frustration into electoral turnout.
• Labour supporter apathy: Longstanding Labour voters opted to stay at home, feeling their concerns were not being addressed.

This dual movement left Labour vulnerable to an insurgent opposition capitalising on widespread anger.

The Polling Insight: Angry Rather Than Ideological

During a campaign strategy meeting, Labour MPs were shown private data indicating that most Reform supporters were not traditional right-wing voters but disenchanted citizens frustrated with the state of the country. Claire Reynolds, Labour’s political director, clarified her use of “pissed off” as reflecting anger at “the previous government” rather than an ideological shift. Key takeaways from the polling included:

• Economic pressure: Rising living costs and stagnant wages have fuelled resentment among middle- and working-class households.
• Public service decline: Long NHS waiting lists, pothole-ridden roads and overstretched local services contributed to voter discontent.
• Identity and belonging: A sense that mainstream Labour had become distant from the everyday struggles of its base.

These findings prompted Reynolds to stress that Reform voters should be seen as part of Labour’s own coalition—frustrated but recoverable.

Communication Breakdowns and a “Work in Progress” Vision

Reynolds admitted that Labour’s overarching message remains “a work in progress.” She emphasised the need to articulate a clear vision of “whose side we’re on” and to improve how policies are communicated in today’s fragmented media landscape. Attendees reported Reynolds highlighting:

• Ongoing communications review at No. 10 aimed at crafting emotionally resonant narratives.
• The importance of conveying policies with EQ (emotional intelligence), ensuring they connect on a personal level.
• A commitment to make the party’s agenda more relatable and urgent for everyday voters.

One disillusioned Labour MP confessed privately: “I’m not listening to No. 10 anymore. If they tell me to do something, I’ll do the opposite.” Such sentiment illustrates the scale of the trust deficit Labour now faces among its own ranks.

Starmer’s Call to “Go Further and Faster”

Downing Street sources indicate that Sir Keir Starmer is resolved to accelerate delivery on key pledges to alleviate voter frustration. Priority areas include:

• Cost-of-living support: Enhancing targeted measures for struggling families and pensioners.
• Public service improvements: Speeding up hospital and school building schemes.
• Community investment: Restoring funding for councils to reinstate local services.
• Immigration policy: Balancing stronger controls with a fair system that addresses voters’ concerns.

The aim is to demonstrate tangible progress quickly enough to persuade “pissed off” voters that Labour is delivering real change.

Preparing for Reform as the “Main Opposition”

Reynolds warned MPs that Reform UK, rather than the Conservatives, will be Labour’s principal challenger at the next general election. She acknowledged the Tories are “injured” but cautioned that Reform’s momentum among disaffected voters represents a new battlefield. In response, Labour’s next steps involve:

• Targeted outreach: Re-engaging former Labour voters through localized campaigns addressing specific grievances.
• Policy clarity: Presenting concise, relatable policy initiatives that speak directly to “the people” Reynolds identified.
• Grassroots revitalization: Empowering local activists to rebuild trust and demonstrate Labour’s relevance.

As Reform UK continues to tap into voter anger, Labour’s ability to win back these “pissed off” supporters will likely determine its electoral fortunes.