A selection of our recent appearances in the UK media.
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.”
The Express
29 September 2025
Nightmare for Labour and Tories as new poll shows them left with just 131 MPs between them
New polling has put Nigel Farage's Reform UK on track for a huge majority at the next General Election, with Labour and the Conservative Party's slice of the vote plummeting. A survey of 19,520 people by the think tank More in Common has estimated that Mr Farage's right-wing party would win 373 seats if an election were held tomorrow. The former UKIP leader would become Prime Minister with a majority of 96, more than Boris Johnson's Conservative majority of 80 in 2019.
The Sun
28 September 2025
The survey of almost 20,000 people by think tank More in Common said Reform would win a staggering 373 seats if an election were held tomorrow – handing the Reform UK boss a Commons majority of 96, bigger than Boris Johnson’s 2019 landslide.
Labour would crash to just 90 seats – its worst result since 1931 – with most of the Cabinet, including Chancellor Rachel Reeves, Health Secretary Wes Streeting and Education Secretary Bridget Phillipson, kicked out.