Labour urged to reset strategy to counter Reform UK's growing threat
On 1 January 2026, Chris Powell, Labour advertising strategist and brother of Jonathan Powell, warned that Labour must undergo a complete reset to defeat the threat posed by Reform UK, which he described as an existential risk to democracy. Powell stated that Reform UK could become a credible governing party in the eyes of disenchanted voters within three years if Labour fails to respond effectively.
Powell critiqued Labour for lacking a counter-plan to Reform UK’s rise, cautioning that relying on Reform's potential implosion or fragmentation of the right-wing vote was a dangerous gamble for freedom and democracy. He advocated for a new strategy involving fresh branding, policy, presentation, and organisation, comparing this overhaul to Tony Blair's fundamental reset efforts in 1995.
As part of the response, Powell highlighted his project "Winning Against Populists," created with David Cowan, which focuses on engaging voters daily on key bread-and-butter issues to increase Labour’s visibility, especially as voters scroll online.
The article noted Labour's current weak polling figures contrasted with Reform UK’s sustained lead over nearly a year. Some Downing Street figures reportedly expressed concern about underestimating Reform UK’s challenge.
In response, No 10 plans a communications push in the new year using influencers and the social media platform TikTok, complemented by policies aimed at reducing living costs, such as energy bills and interest rates, and ending the two-child benefit cap to deliver tangible improvements in 2026.
The upcoming Welsh and Scottish elections, along with English local elections in 2026, are expected to test Reform UK's dominance. Labour leader Keir Starmer’s position could be jeopardised if the party suffers heavy losses. Ahead of these elections, Starmer is set to hold Chequers drinks with MPs to address internal concerns and strategise on countering Reform UK’s challenge.
