Public opinion of Keir Starmer’s leadership has deteriorated over the past three months, according to Opinium’s latest polling.
UK voters think Starmer’s worst leadership attributes are representing what people think (-39%), having similar views to their own (-37%) and being in touch with ordinary people (-34%), some of which used to be his key strengths before the general election.
When looking at what he does best, views among the public have also taken a nosedive, with having the nation’s best interests at heart (-19%), being competent (-20) and decisive (-20%) sitting at the top of the list.
The biggest changes since voters were last asked in November 2024, are Starmer being able to get things done (down 13 points), being a strong leader (down 11 points) and representing what most people think (also down 11 points).
Since the general election, the biggest changes are also for representing what most people think (down 40 points) and being in touch (down 38 points).
Kemi Badenoch’s leadership attributes
In the past three months, Kemi Badenoch’s leadership attributes have also started to drop in a similar way to Starmer’s.
Her best attributes remain sticking to her principles (+1), while her worst is on looking like a prime minister in waiting (-22%) – which was also one of her biggest drops (down 10 points) since November last year.
Reform UK
Looking at reasons why the public might consider voting for Reform UK, the main driver is the party’s immigration policy, with almost two in five (37%) UK voters saying this is a reason to vote Reform, followed by their approach to Europe and the EU (18%).
The main reason voters said they would vote against Reform was Nigel Farage, with over a quarter (27%) saying Reform’s leader was the key reason the party wouldn’t get their vote.
Reform UK’s key strengths are that people feel they know what the party stands for (net +22%), and that the party has a clear sense of purpose (net +15%), as well as being in touch with ordinary people (net +4%).
Reform’s key weaknesses are that the public don’t see them as being ready for government (net -18%), doesn’t trust them to take big decisions (net -11%), and doesn’t view them as tolerant (net -14%).
Labour’s advantage on integration drops
While in August Labour had double digit advantages from the public on which party is best at handling immigration policy, Labour has seen some big hits to its reputation in the area.
In particular, Labour has seen its lead on the integration of different communities drop (from +18 to +12). In addition, Labour having a fair process for asylum seekers to the UK (from +16% to +8%) and a fair process for immigration to the UK (+14% to +7%) have seen results halved.
Across all four areas tested – the integration of different communities (47%), a fair process for asylum seekers (45%), a fair process for immigration (46%), and the number of people migrating (48%), almost half of UK adults now trust neither Labour nor the Conservatives.
Adam Drummond, head of political and social research at Opinium, said, “Voters generally know about three things about Reform: it’s a party led by Nigel Farage, they don’t like immigration, and they aren’t the Labour or Conservative parties.
“The first point is what’s most likely to drive voters away from the party, the second draws some people towards it, but it’s that third point that is Reform’s strongest card at the moment.
“Keir Starmer’s ratings look like the prime minister should be more vulnerable, but voters aren’t looking to the official opposition as an alternative.”
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