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Sunak's "back to square one" message backfire

Chris Holbrook Find Out Now Market Research

Chris Holbrook

29th Feb, 2024 | 3 mins read

Rishi Sunak, and other Conservative voices, have recently warned that voting for Labour would risk taking the country “back to square one”. Prompted by Mark Pack, author of Polling Unpacked, we asked a nationally representative sample of 1,203 GB Adults:

In your opinion, would taking Britain “back to square one” be a good or a bad thing?

Nearly twice as many respondents see this as a compliment, than those who see it as a criticism.

Intriguingly, 2019 Conservative voters are far more keen than 2019 Labour voters to “go back to square one”. In fact, the latter were the only segment preferring a reset. It makes us wonder whether this message was tested with their new Red Wall voters, if at all. Unless, of course, the message was intended to persuade Labour 2019 voters, which seems unlikely.

All2019 CON voters2019 LAB voters
Good thing31%39%20%
Bad thing16%17%23%
I don’t know53%44%56%

About the survey

Find Out Now interviewed 2,270 GB adults from 2024-02-19 to 2024-02-21, and produced a sample of 1,203 respondents which is nationally representative by: Gender, Age, Social Class, Region, Brexit Vote, and 2019 General Election.

Find Out Now are members of the British Polling Council and Market Research Society Company Partners, and abide by their rules.

Photo by VD Photography on Unsplash