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A few weeks ago, I watched a focus group run by More in Common with voters in the southern Conservative seat of Guildford. Some of the group had voted Conservative in 2019, but they were unenthused by cultural touchpoints.

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By contrast, the most important issue was the cost-of-living crisis, which 43 per cent of Tory members felt passionate about. Luke Tryl, UK director of the More in Common think tank, has been running focus groups with Conservative members and voters: "The one thing that everyone's wanted to talk about is the cost of living. They understand that things have been done for the poorest, but what about those just above that? So called culture war topics almost never come up organically"