The NHS is the main reason why voters considering choosing Labour, the economy the main reason for Conservatives

• Half (52%) of those who are considering casting their ballot for Labour say that it’s because the party will be better on the NHS. 
• 4 in 10 (41%) who are considering voting Conservative say that it’s because the party will be better on the economy. 

The latest General Election campaign tracker explores the rationale behind why voters across the political spectrum are considering voting for different parties on July 4th. 

Labour

• 52% of those who say they would consider voting for the Labour party say that it is because the party will be better on the NHS. 
• This is followed by the cost of living (39%), and alignment with the party’s values (38%).

Conservative

• 4 in 10 (41%) of those who say they would consider voting Conservative say that it is because the party will be better on the economy. 
• This is followed by alignment with the party’s values (34%), and a belief that Britain needs consistency and that they will be better on immigration/asylum (both 32%).  
• Preventing Labour from winning a very large majority is just in the top ten reasons for considering voting Conservative, mentioned by 25%

Liberal Democrats, the Green Party, and Reform UK

• A quarter (25%) of those who would consider voting Liberal Democrat say that it is because of the appeal of their values. This is followed by their approach to the NHS/healthcare (24%), and how they would handle Britain’s relationship with the EU (21%). 
• Among those who would consider voting Green, half (52%) say it is because they would be better on climate change. This is followed by alignment with the party’s values (33%), and a belief that they would be better on housing (22%).

• For those who say they would consider voting Reform, immigration is the top reason (54%). This is followed by a belief that they will deliver the change Britain needs (36%), and a preference for Nigel Farage over other parties’ leaders (32%).

  Elsewhere in the findings:

• Keir Starmer’s favourability ratings have dropped slightly from week five (week five fieldwork dates: 21-24 June). 34% said they held a favourable opinion towards Keir Stamer (-3 from week 5), whilst 41% said they were unfavourable (+3). 22% (+2) said they were favourable towards Prime Minister Rishi Sunak, with 58% unfavourable (-3). This means that as we enter the final week of the campaign Keir Starmer leads Sunak on net favourability, with a rating of -7, compared to Sunak’s -36. 
• In terms of favourability with the parties, 41% (-1) said they were favourable towards Labour compared to 39%  (+1) who were unfavourable. 23% (+3) said they held a favourable opinion towards the Conservative party, whilst 57% said they were unfavourable (-4). These ratings are similar to the ratings both parties held at the start of the election campaign. 
• The public continue to think Labour have had the best election campaign with 41% saying they have had a good campaign (-1) compared to 23% who think Labour have had a bad campaign (N/C). Although ratings have improved from week 5, over half (54%) continue to think the Conservatives have had a bad campaign (+5). 17% thinking the Conservatives have had a good campaign (+1).
• 63% say that they have made their decision on who to vote for, with 26% saying they have not decided yet. This includes 27% who made their decision before the start of the year, and 14% who made their decision this year but before the election was announced.

Commenting on the findings, Gideon Skinner, Senior Director of UK Politics at Ipsos, said:

The data shows that voters are prioritising different issues in the upcoming election. Our recent campaign tracker showed that Labour is seen as stronger on the NHS, which is a top concern for their potential voters. On the other hand, a feeling that the Conservatives would be better at managing the economy is a stronger driver for their potential pool of support. The importance of simply feeling aligned with the party’s values can’t be forgotten and is common across the board, but specific issues resonate with supporters of different parties, such as climate change for the Green Party and immigration for Reform UK.

•    Ipsos interviewed a representative sample of 1,059 adults aged 18+ across Great Britain. Polling was conducted online between 26-27 June 2024. 
•    Data are weighted to match the profile of the population. All polls are subject to a wide range of potential sources of error.