Since the 2024 general election, Reform UK leader Nigel Farage has focused on shifting the perception that the party is a ‘one man band’. While Reform has outperformed both Labour and the Conservatives in the opinion polls throughout the summer, Farage is aware that there remain serious questions about whether his party is capable of governing effectively should it win the next general election.
On 5 September, as Reform kicked off the 2025 party conference season in Birmingham, it seemed as if the party had been successful in attracting much of the political media’s attention. This was a noticeable departure from previous years where Labour and Conservative conferences had dominated the news cycle.
The breaking news of a cabinet reshuffle following Angela Rayner’s resignation threatened to overshadow the first day of Reform’s conference. However, the party leadership spotted an opportunity to highlight the crisis that was enveloping the government and present Reform as a serious and professional alternative. As a result, Farage’s speech was pushed forward by three hours to ensure that he could be the first of Keir Starmer’s political opponents to react to Rayner’s departure from government.
Farage did not hold back, arguing that the government was ‘deep in crisis’ and was filled with people who were ‘wholly unqualified’ to run the country. He spoke of a Labour Party that was fractured and short of ideas, contrasting it with his own party, which he argued was ‘on the rise’. Farage claimed that Reform would be ready for any scenario, including an early general election. As a result, a new department would be established within the party focused on preparing for government. In addition to the new department, Farage said that the party would also prioritise the recruitment of experienced political operators – and used the opportunity to introduce former Culture Secretary Nadine Dorries to party members, following her defection from the Conservative Party.
Regarding its electoral strategy, Farage stated that Reform views the 2026 Scottish Parliament and Welsh Senedd elections as important opportunities, viewing them as an ’essential building block’ ahead of a general election. He added that Reform would aim to vet 5,000 candidates by next year to give itself the best chance of success in those elections.
Unsurprisingly, Farage did not make any detailed policy announcements, instead choosing to use his speech to energise Reform’s base. He told party members in attendance that if elected Reform would make cuts to the welfare system, scrap ‘harmful’ net zero policies, and stop small boats crossing the English Channel within two weeks of passing legislation. These pledges were also heard by business leaders, and lobbyists attending Reform’s conference for the first time – a sign that the party is now regarded as a serious contender. Reform also followed the example of the more established political parties by hosting fringe/policy events and business stands away from the main conference hall, further highlighting the party’s efforts to build new relationships with the UK’s business community.
Despite these efforts, Farage still needs greater message discipline from Reform members if he is to convince voters that the party is fully capable of running the country. During fringe events, orthodox policy conversations were disrupted by the sharing of conspiracy theories about international institutions and vaccines. Farage himself has also been keen to recreate the rambunctious energy of the Trump campaign rallies that he has attended at Reform’s events. As a result, there is a risk that unnecessary headlines will be generated by overeager and ill-disciplined speakers and attendees that could dent Reform’s attempts at professionalisation. Greater Lincolnshire Mayor Andrea Jenkyns singing a self-written song during her speech is unlikely to alleviate voters’ doubts that Reform has high quality politicians beyond Farage. Likewise, the decision to platform speakers like Lucy Connolly, who had been imprisoned for inciting racial hatred against asylum seekers, is also unlikely to endear the party to voters beyond its traditional base.
It is evident that Reform’s reputation has improved in recent years. However, YouGov polling from 4 September showed that voters still do not trust the party to deliver on key issues such as managing the economy, healthcare, housing, energy, and the cost of living. While the party conference was a small step in the right direction in terms of Reform’s establishment as a major threat to Labour and the Conservatives, it is clear that Nigel Farage still has work to do to professionalise the party and improve its standing on policy issues beyond immigration.
