Reform UK Voters: Labour’s “Own People” Feeling Betrayed In a frank admission following Labour’s disappointing local election performance, the party’s political director described Reform UK supporters as “our people” who feel “pissed off” with Sir Keir Starmer’s government. This revelation comes after Labour’s significant losses—including surrendering the Runcorn and Helsby by-election, long considered one of its safest seats—underscoring growing disillusionment among traditional Labour-leaning voters. Local Election Setbacks and the Runcorn Shock Labour’s return of only 98 councillors marked a net loss of 187 seats compared to 2021, a blow that reverberated across the party’s historic strongholds. The Runcorn and Helsby by-election saw Reform UK claim victory in a constituency that had comfortably delivered majorities for Labour for decades. Internal polling presented to MPs revealed two key dynamics: Mobilising non-voters: Reform UK succeeded in energising habitual non-voters, translating frustration into electoral turnout. Labour supporter apathy: Longstanding Labour voters opted to stay at home, feeling their concerns were not being addressed. This dual movement left Labour vulnerable to an insurgent opposition capitalising on widespread anger. The Polling Insight: Angry Rather Than Ideological During a campaign strategy meeting, Labour MPs were shown private data indicating that most Reform supporters were not traditional right-wing voters but disenchanted citizens frustrated with the state of the country. Claire Reynolds, Labour’s political director, clarified her use of “pissed off” as reflecting anger at “the previous government” rather than an ideological shift. Key takeaways from the polling included: Economic pressure: Rising living costs and stagnant wages have fuelled resentment among middle- and working-class households. Public service decline: Long NHS waiting lists, pothole-ridden roads and overstretched local services contributed to voter discontent. Identity and belonging: A sense that mainstream Labour had become distant from the everyday struggles of its base. These findings prompted Reynolds to stress that Reform voters should be seen as part of Labour’s own coalition—frustrated but recoverable. Communication Breakdowns and a “Work in Progress” Vision Reynolds admitted that Labour’s overarching message remains “a work in progress.” She emphasised the need to articulate a clear vision of “whose side we’re on” and to improve how policies are communicated in today’s fragmented media landscape. Attendees reported Reynolds highlighting: Ongoing communications review at No. 10 aimed at crafting emotionally resonant narratives. The importance of conveying policies with EQ (emotional intelligence), ensuring they connect on a personal level. A commitment to make the party’s agenda more relatable and urgent for everyday voters. One disillusioned Labour MP confessed privately: “I’m not listening to No. 10 anymore. If they tell me to do something, I’ll do the opposite.” Such sentiment illustrates the scale of the trust deficit Labour now faces among its own ranks. Starmer’s Call to “Go Further and Faster” Downing Street sources indicate that Sir Keir Starmer is resolved to accelerate delivery on key pledges to alleviate voter frustration. Priority areas include: Cost-of-living support: Enhancing targeted measures for struggling families and pensioners. Public service improvements: Speeding up hospital and school building schemes. Community investment: Restoring funding for councils to reinstate local services. Immigration policy: Balancing stronger controls with a fair system that addresses voters’ concerns. The aim is to demonstrate tangible progress quickly enough to persuade “pissed off” voters that Labour is delivering real change. Preparing for Reform as the “Main Opposition” Reynolds warned MPs that Reform UK, rather than the Conservatives, will be Labour’s principal challenger at the next general election. She acknowledged the Tories are “injured” but cautioned that Reform’s momentum among disaffected voters represents a new battlefield. In response, Labour’s next steps involve: Targeted outreach: Re-engaging former Labour voters through localized campaigns addressing specific grievances. Policy clarity: Presenting concise, relatable policy initiatives that speak directly to “the people” Reynolds identified. Grassroots revitalization: Empowering local activists to rebuild trust and demonstrate Labour’s relevance. As Reform UK continues to tap into voter anger, Labour’s ability to win back these “pissed off” supporters will likely determine its electoral fortunes.

Reform UK Voters: Labour’s “Own People” Feeling Betrayed

In a frank admission following Labour’s disappointing local election performance, the party’s political director described Reform UK supporters as “our people” who feel “pissed off” with Sir Keir Starmer’s government. This revelation comes after Labour’s significant losses—including surrendering the Runcorn and Helsby by-election, long considered one of its safest seats—underscoring growing disillusionment among traditional Labour-leaning voters.

Local Election Setbacks and the Runcorn Shock

Labour’s return of only 98 councillors marked a net loss of 187 seats compared to 2021, a blow that reverberated across the party’s historic strongholds. The Runcorn and Helsby by-election saw Reform UK claim victory in a constituency that had comfortably delivered majorities for Labour for decades. Internal polling presented to MPs revealed two key dynamics:

Mobilising non-voters: Reform UK succeeded in energising habitual non-voters, translating frustration into electoral turnout.
Labour supporter apathy: Longstanding Labour voters opted to stay at home, feeling their concerns were not being addressed.

This dual movement left Labour vulnerable to an insurgent opposition capitalising on widespread anger.

The Polling Insight: Angry Rather Than Ideological

During a campaign strategy meeting, Labour MPs were shown private data indicating that most Reform supporters were not traditional right-wing voters but disenchanted citizens frustrated with the state of the country. Claire Reynolds, Labour’s political director, clarified her use of “pissed off” as reflecting anger at “the previous government” rather than an ideological shift. Key takeaways from the polling included:

Economic pressure: Rising living costs and stagnant wages have fuelled resentment among middle- and working-class households.
Public service decline: Long NHS waiting lists, pothole-ridden roads and overstretched local services contributed to voter discontent.
Identity and belonging: A sense that mainstream Labour had become distant from the everyday struggles of its base.

These findings prompted Reynolds to stress that Reform voters should be seen as part of Labour’s own coalition—frustrated but recoverable.

Communication Breakdowns and a “Work in Progress” Vision

Reynolds admitted that Labour’s overarching message remains “a work in progress.” She emphasised the need to articulate a clear vision of “whose side we’re on” and to improve how policies are communicated in today’s fragmented media landscape. Attendees reported Reynolds highlighting:

Ongoing communications review at No. 10 aimed at crafting emotionally resonant narratives.
The importance of conveying policies with EQ (emotional intelligence), ensuring they connect on a personal level.
A commitment to make the party’s agenda more relatable and urgent for everyday voters.

One disillusioned Labour MP confessed privately: “I’m not listening to No. 10 anymore. If they tell me to do something, I’ll do the opposite.” Such sentiment illustrates the scale of the trust deficit Labour now faces among its own ranks.

Starmer’s Call to “Go Further and Faster”

Downing Street sources indicate that Sir Keir Starmer is resolved to accelerate delivery on key pledges to alleviate voter frustration. Priority areas include:

Cost-of-living support: Enhancing targeted measures for struggling families and pensioners.
Public service improvements: Speeding up hospital and school building schemes.
Community investment: Restoring funding for councils to reinstate local services.
Immigration policy: Balancing stronger controls with a fair system that addresses voters’ concerns.

The aim is to demonstrate tangible progress quickly enough to persuade “pissed off” voters that Labour is delivering real change.

Preparing for Reform as the “Main Opposition”

Reynolds warned MPs that Reform UK, rather than the Conservatives, will be Labour’s principal challenger at the next general election. She acknowledged the Tories are “injured” but cautioned that Reform’s momentum among disaffected voters represents a new battlefield. In response, Labour’s next steps involve:

Targeted outreach: Re-engaging former Labour voters through localized campaigns addressing specific grievances.
Policy clarity: Presenting concise, relatable policy initiatives that speak directly to “the people” Reynolds identified.
Grassroots revitalization: Empowering local activists to rebuild trust and demonstrate Labour’s relevance.

As Reform UK continues to tap into voter anger, Labour’s ability to win back these “pissed off” supporters will likely determine its electoral fortunes.

Michael

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London, UK. 08th May, 2025. UK Prime Minister Keir Starmer leaves 10 Downing Street. Credit: SOPA Images Limited/Alamy Live News

Labour sees Reform voters as its own—but deeply frustrated

In a striking admission after a disappointing local election night, Labour’s political director acknowledged that many Reform UK supporters “are our people,” but are simply “pissed off” with Sir Keir Starmer’s government. This candid confession followed significant losses for Labour in council by-elections and a high-profile defeat in Runcorn and Helsby—previously one of the party’s safest seats.

Disastrous local results expose underlying discontent

Labour returned just 98 councillors on election night, a net loss of 187 seats compared to 2021. The traditional heartlands showed signs of erosion:

Runcorn & Helsby by-election: Once comfortably held by Labour, this seat swung to Reform UK, a clear warning that core voters stayed at home or switched allegiance.
Low turnout among Labour voters: Private polling revealed habitual Labour supporters chose not to vote, even as Reform UK mobilised non-voters effectively.
Geographic spread: Losses were not confined to one region—counties and metropolitan boroughs alike saw unexpected swings.

These results underline a potent mix of apathy and anger brewing within traditional Labour demographics.

Inside Labour’s private polling: the rise of “angry” Reform supporters

During a strategy meeting convened by Claire Reynolds, MPs reviewed fresh internal data pointing to two key trends:

Mobilisation of non-voters: Reform campaigns in areas like Runcorn succeeded in engaging people who hadn’t cast a ballot in years, offsetting Labour’s weaker ground game.
Issue priorities: While immigration was high on voters’ agendas, it was not the sole concern—cost-of-living pressures, healthcare waits and general frustration with “broken promises” featured strongly.

Reynolds stressed that these voters are not inherently right-wing extremists; rather, they feel neglected and disillusioned by successive governments, including Labour’s own.

Why “pissed off” is the new battleground

Reynolds’ choice of words—Labour’s “people” but “pissed off”—reveals a shift in political strategy. No longer framing Reform supporters as alien or beyond persuasion, Labour now sees them as part of its coalition that drifted away:

Anger at unfulfilled promises: Voters feel the government has failed on visible issues: potholes, hospital waiting times and local service cuts.
Economic hardship: Spike in household bills, stagnant wages and rising mortgage costs have left many feeling abandoned.
Distrust of elites: A perception that both major parties are out of touch with everyday concerns, driving protest votes.

This narrative marks a departure from demonising Reform supporters and instead positions Labour as the remedy for widespread frustration.

Starmer’s challenge: “go further and faster”

Downing Street insiders say Sir Keir Starmer is determined to “go further and faster” on delivery, to pre-empt the anger that drove voters toward Reform. Key areas under review include:

Immigration policy: Despite a high-profile crackdown, polls suggest tougher rhetoric alone won’t win back all swing voters.
Cost-of-living support: Expanding targeted measures for low-income families, pensioners and key workers.
Public services: Accelerating hospital and school building programmes, plus restoring local authority funding.
Communications overhaul: Ensuring policy wins reach the public with empathy and emotional resonance.

Labour insiders stress that narrative matters—outlining clear values, fresh policies and tangible improvements will be vital.

Labour’s vision “a work in progress”

In frank remarks picked up by backbenchers, Reynolds admitted that beneath the surface, Labour’s long-term vision remains “a work in progress.” She urged MPs to articulate “whose side we’re on” and what Britain under Labour will look like in everyday life. This call for clarity reflects wider concerns:

Policy focus: Too many initiatives risk appearing reactive rather than part of a coherent programme.
Emotional connection: Voters need to feel that Labour genuinely understands and shares their struggles.
Innovative solutions: Beyond tax cuts or spend pledges, creative ideas—affordable housing, green jobs and local investment—must take centre stage.

With Reform UK on the rise, Labour faces a fresh battleground for the centre-ground vote.

Looking ahead: Reform as the “main opposition”

Reynolds warned MPs to expect Reform UK as the “major opposition” at the next general election. While the Conservatives are “injured,” Reform’s growing appeal among disaffected voters poses a new threat. Labour strategists are now:

Monitoring grassroots sentiment in former heartlands.
Crafting localised messaging to recapture non-voters.
Prioritising community engagement to rebuild trust.

The task is clear: Labour must prove it can heal the “pissed off” feeling among its own supporters, or risk losing more ground to Nigel Farage’s party.