Government lacks emotional link with voters, cabinet ministers warned

"The prime minister sought to rally his cabinet on Tuesday, telling them to ignore the polls and to prepare to take on Nigel Farage's Reform UK. But sources said that in a presentation by chief of staff Morgan McSweeney, ministers were told the government needed to gain back voters' trust with three Es, emotion, empathy and evidence. One source said McSweeney warned that the government had a deficit in emotion, though a No 10 source denied he had used that phrase."

"Starmer said a relentless focus on the cost of living would mean Labour could win the next election, though the prime minister's new year plan has already been derailed by the need to respond to Donald Trump's raid on Venezuela and threats towards Greenland. Starmer, who spent the final months of last year dogged by leadership speculation, said he had strong faith in his cabinet and he would relish the fight against Reform."

"The latest YouGov poll put the Conservatives ahead of Labour for the first time since the general election, both of them behind Reform, with Labour on just 17%. Ministers saw a presentation that urged them not to panic about Labour's dismal poll ratings, likening them to the plummeting popularity of previous governments after taking office. But the presentation did not include direct comparisons of previous governments with the current government, according to sources."

Cabinet ministers were urged to reconnect emotionally with voters, with chief of staff Morgan McSweeney emphasising that the government must regain trust using three Es: emotion, empathy and evidence. The prime minister called on ministers to ignore the polls and prepare to confront Nigel Farage's Reform UK, framing the moment as the fight of our lives. Polls show Conservatives ahead of Labour and Reform leading, with Labour at about 17%. Ministers were advised not to panic over low ratings, noting similar post-election declines in previous governments. No 10 strategists are studying re-elections of centre-left governments abroad for lessons.

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