Starmer seen as more ‘in touch’ with ordinary people than Sunak and more likely to understand problems facing Britain

• Significant numbers remain unclear what both leaders stand for
• Public more favourable towards Labour than other national parties
• Favourability towards Reform UK grows with Nigel Farage as leader

The latest Ipsos Political Pulse, taken 16th to 19th February 2024 explores how the public view Prime Minister Rishi Sunak and Keir Starmer as well as other leading politicians and political parties. 

Image of Keir Starmer and Rishi Sunak

Overall the public are more favourable towards Keir Starmer than Rishi Sunak. 30% (+2 pts from Jan) are favourable towards Keir Starmer and 41% unfavourable (no change). 20% are favourable towards Rishi Sunak (-4pts) and 54% unfavourable (+1).

When asked about different character traits, Starmer leads Sunak by more than 10 points on understanding the problems facing Britain (47% to 27%), being in touch with ordinary people (35% to 16%), having a plan to make the country a better place (40% to 27%), being an experienced leader (35% to 22%), being a capable leader (38% to 27%) and being a strong leader (31% to 20%).

However, the public are split on whether or not they are clear on what each leader stands for.  46% say they are very or fairly clear what Rishi Sunak stands for (-6pts from August) and 45% are not very clear or not clear at all (+7pts). 43% are clear what Keir Starmer stands for (-3pts) and 48% are not (+4pts).

Favourability towards other leading politicians

The public typically have an unfavourable view of Rishi Sunak’s predecessors. 68% are unfavourable towards Liz Truss, 55% are unfavourable towards Boris Johnson and 48% towards Theresa May.

Favourability towards parties

Turning to political parties, the public are more favourable towards the Labour Party (37%) than others tested such as the Greens (26%), Lib Dems (20%), Conservatives (20%) and Reform UK (19%). They are most unfavourable towards the Conservatives (54%).

When asked how favourable they would be towards Reform UK if Nigel Farage was leader 25% say they would be favourable and 45% unfavourable. This moves a net score of -23 for Reform UK generally to -20.

However, 2019 Conservative voters move from net neutral to net positive. Overall, 31% of 2019 Conservatives are favourable towards Reform and 32% are unfavourable but when presented with the idea of Nigel Farage being leader 43% are favourable and 30% unfavourable. Moving the net score from -1 to +13.

Direction of country and Brexit impact

65% think things in Britain are heading in the wrong direction (+4 from January) and 15% say the right direction (-1).

52% think Brexit has had a negative impact on the country. 22% say positive. 22% say it has made no difference. The proportion saying negative has fallen from highs of 57% last September, with the proportion saying positive increasing from 19% are that time (+3 pts).

Keiran Pedley, Director of Politics at Ipsos said:

After a few weeks of pressure, we have seen no significant movement in Keir Starmer’s personal favourability ratings and he also continues to lead Rishi Sunak on several key leadership traits. Meanwhile, after their by-election performance in Wellingborough and Kingswood, there has been no significant movement in Reform UK’s numbers. Though it is notable that the favourable numbers improve in a hypothetical scenario where Nigel Farage becomes leader.

Technical Note

Ipsos interviewed a representative sample of 1,105 adults aged 18+ across Great Britain. Interviews were conducted by telephone between the 16th to 19th February 2024. Data are weighted to match the profile of the population. All polls are subject to a wide range of potential sources of error.