A selection of our recent appearances in the UK media.
12 October 2025
The Conservatives must reclaim competence – and stop imitating Reform
The Tory core brand was trashed by what they did with their long stretch in power, but it transpires that it has not been entirely destroyed. That was the reveal of a thought-provoking event featuring analysis by Luke Tryl, the executive director of More in Common. A lot of his organisation’s polling is grim for the Tories, but there were whispers of encouragement on key economic questions that usually play a large role in determining election results. When respondents were asked which party they most trusted to keep taxes low, reduce the national debt, attract investment and create jobs, the Conservatives were preferred to both Labour and Reform. There’s potential for that edge to matter more in the future.
The Guardian
9 October 2025
Worried about rising bills and getting by? Keir Starmer has the answer: try chewing a flag!
Whenever the polling company More in Common asks voters to list the main problems facing the UK, the cost of living comes top.
“Westminster treats the cost of living as an issue from two years ago; they’ve moved on,” says Chris Annous at More in Common. “But for the rest of Britain it’s still their biggest issue.” At focus groups, he’s noticed that wherever the venue and whatever the subject, those attending can’t stop bringing up the cost of living. From men’s health to green spaces, they all come back to bills.
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.