Majority of Britons hold unfavourable opinion of Rishi Sunak

Prime Minister Rishi Sunak's favourability ratings have worsened in 2023 according to the latest Ipsos Political Pulse poll.

7 December 2023

The author(s)

Keiran Pedley Public Affairs
Gideon Skinner Public Affairs
Cameron Garrett Public Affairs
Ben Roff Public Affairs

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The latest Ipsos Political Pulse, conducted online between the 24th and 27th of November asked favourability towards the parties and various senior politicians, whether things are heading in the right or wrong direction and attitudes towards the impact of Brexit on the country.

Favourability towards Rishi Sunak and other leading politicians

Favourability scores for the leaders and parties are largely unchanged from October but clear trends are observed from the start of the year.

24% are favourable towards Rishi Sunak (+2pts from October) and 52% are unfavourable (+1pt).
Sunak’s position has worsened since the start of the year. In January 30% were favourable and 39% were unfavourable.

Favourability towards Prime Minister Rishi Sunak: To what extent, if at all, do you have a favourable or unfavourable opinion of the following politicians and political parties? Rishi Sunak 24% Favourable 52% Unfavourable Net favourablity: -28

30% are favourable towards Keir Starmer (+2 pts from October) and 42% unfavourable (unchanged).
Keir Starmer’s ratings have not changed as much as the Prime Minister this year. In January 33% were favourable and 38% unfavourable. Meaning we have seen a 3-point fall in favourability and 4-point increase in the number that are unfavourable.
Turning to the parties: 21% are favourable towards the Conservatives (+2), 54% unfavourable (no change). At the start of the year these figures were 25% and 51% respectively. So the percentage favourable has fallen 4 points and the percentage unfavourable has increased 3 points.
37% are favourable towards the Labour Party (+3pts from October), 40% unfavourable (+2pts). At the start of the year these figures were 35% and 36%. So the percentage favourable has increased 2 points and the percentage unfavourable has increased 4 points.

Favourability towards political parties: To what extent, if at all, do you have a favourable or unfavourable opinion of the following politicians and political parties? % Favourable / % Unfavourable / Net Favourability Reform UK: 15% 41% -26 Conservatives: 21% 54% -33 Lib Dems 23% 35% -12 Greens 28% 31% -3 Labour 37% 40% -3

Direction of the country/ impact of Brexit

61% think things in Britain are heading in the wrong direction (-2 from October) and 18% think things are heading in the right direction (+5). This gives a net right direction of -43.
54% think Brexit has had a negative impact on the country and 21% say positive. These figures are similar to the start of the year when they were 54% and 23% respectively.

Ipsos Director of Politics Keiran Pedley said of the findings:

At the start of the year The Prime Minister’s personal poll ratings were stronger than his party’s. In January, Rishi Sunak held a net favourability rating of -9 whilst the Conservative Party stood at -26. Today Mr Sunak’s stands at -28 and the Conservative Party -33. A year of public concern about the cost of living, NHS and immigration now mean Mr Sunak is almost as unpopular as the party he leads as he grapples with how to turn their collective fortunes around in 2024.

Technical note

Ipsos interviewed a representative sample of 1,066 GB adults aged 18+. Interviews were conducted online from 24-27th November 2023. Data are weighted to match the profile of the population. All polls are subject to a wide range of potential sources of error.