Reluctant Reformers: Frustrated, Persuadable and Within Reach

RELUCTANT REFORMERS

Reluctant Reformers' support for Nigel Farage's party is born out of frustration with the politics of the last decade and not out of a great ideological belief.

This segment of Reform support is not attached to the party's more right-wing policies and has limited support for the leader himself.

Their concerns and interests, according to the Fed Up and Rolling the Dice report, make them by far the most likely to be persuaded that a vote for Reform is a mistake. Although they make up more than 10% of the voting population in just 15 seats, leading them away from Reform could make a difference in dozens of constituencies across the UK.

In almost every policy area, there are strong arguments to make to Reluctant Reformers on why they should return to backing Labour. Even on immigration – the territory that Reform most want to fight – there is reason to believe that appealing pro-migration arguments can land favourably with these supporters.

Reluctant Reformers have concerns about integration and how multiculturalism plays out in communities. But half support the UK's role in an international system that offers people fleeing war or persecution asylum, while nearly two-thirds think overall immigration has been a good thing for the UK.

Handled sensitively it should be possible to make clear that immigration to the UK is an inevitable and positive part of our country's culture, communities and economy. Reform's plans to abolish Indefinite Leave to Remain, for example, might go too far for these softer voters. Stories that humanise and provide context – especially local context – to communities working together despite their differences are likely to land well with this group.

Reluctant Reformers can also be shown why they should have real concerns about the failings in Reform's offering on workers' rights. Among the segments of Reform support, the group is only marginally behind the Working Right in terms of its support for policies such as statutory sick pay being paid from the start of an illness, making the minimum wage a real living wage and protection from unfair dismissal from day one of a job.

Campaigners can highlight Reform's mixed record on caring for employees. They will also have concerns about Reform's plans for the NHS and similarly, will be open to arguments about the links between climate change and health. Highlighting how neglect of the climate can affect children's health, the price of food and clean air will present Reform's position as "anti-future" and in opposition to these people's values, the report says.

Reluctant Reformers might well admire Reform for being plain-speaking but will be uneasy with extremism in the ranks – and their dislike of Donald Trump will be at odds with Farage's closeness to the US President.