A selection of our recent appearances in the UK media.
The Times
4 October 2025
Will Kemi Badenoch be the leader who tells the truth on spending?
There is scope in British politics for a party like the FDP in Germany — pro-business, fiscally disciplined, “for lower taxes so that performance pays off … for a small government that delivers results instead of bureaucracy”. There’s also a crying need for it. But under first past the post, such a party just can’t win.
How come? One of the best ways of thinking about the electorate, says Luke Tryl of More in Common, is that it is divided into pro-system and anti-system voters: those who want to fix the existing institutions and those who want to burn them down. The Tories are now the party of the pro-system right, just as Labour are the party of the pro-system left. The Greens and Reform are anti-system parties. And given the state of the country, it’s a lot better to be on the anti-system side.
Politico
3 October 2025
Who gets to defect to Reform — and who doesn’t
There’s a vetting process for disaffected Tories who want to make the leap.
Following the announcement of Kruger’s defection, Labour argued that “every Conservative who defects to Reform ties Nigel Farage more closely to their record of failure.”
However, polling suggests that Reform voters aren’t worried. According to More in Common, 58 percent believe the party should accept former Conservatives. Just under a third disagree.
The Independent
1 October 2025
Support for digital ID plummets after Starmer announces policy
More In Common polling showed net support for the scheme had dropped from plus 35% in June to minus 14% over the weekend.
Support for digital ID has collapsed since Sir Keir Starmer announced a national rollout as Government policy last week, according to polling.
More In Common research showed strong support for a national digital ID card system in June, with 53% of Britons in favour and 19% opposed.
The Guardian
1 October 2025
‘Reverse Midas touch’: Starmer plan prompts collapse in support for digital IDs
Public support for digital IDs has collapsed after Keir Starmer announced plans for their introduction, in what has been described as a symptom of the prime minister’s “reverse Midas touch”.
Net support for digital ID cards fell from 35% in the early summer to -14% at the weekend after Starmer’s announcement, according to polling by More in Common.
The findings suggest that the proposal has suffered considerably from its association with an unpopular government. In June, 53% of voters surveyed said they were in favour of digital ID cards for all Britons, while 19% were opposed.
The Economist
1 October 2025
Sir Keir Starmer declares a battle for the soul of Britain
BRITAIN’S NEXT general election may have something of a French feel to it. The Labour Party, Sir Keir Starmer told its conference in Liverpool on September 30th, was locked in a “fight for the soul of the country”.
A Macron strategy may bolster Labour’s otherwise grim prospects, says Luke Tryl of More in Common, a pollster. Current polling would see Labour cut from its tally of 411 seats in 2024 to just 90, according to the pollster’s modelling, while Reform would surge from five MPs to a governing majority with 373 seats. However, when told it is a close contest between Labour and Reform in local races, left-wing voters swing behind Sir Keir—giving Labour a notional tally of 196 seats.
The Independent
29 September 2025
Britons believe the UK is viewed as “weak” and a “soft touch” by people abroad, according to a leading pollster who found that just one in four think the UK is seen in a positive light.
The new poll, from More in Common and Save the Children, shared exclusively with The Independent, found that three out of four Britons (75 per cent) say that the UK’s international perception matters.
“Britons are not little Englanders,” said Luke Tryl, director of More In Common. “They care about how our country is seen on the world stage, even if only a quarter think we’re seen positively right now.”