The UK’s politicians know they’re not trusted. Upon becoming prime minister, the first Labour leader in a generation to win a general election, Keir Starmer put it like this: “The fight for trust is the battle that defines our political era.”

Perhaps it’s a sign of the times that, alongside this, The Traitors , TV’s biggest hit, has won hearts through a thrilling lack of trust. Its cultural allure is such that some of the country’s biggest names – Steven Fry, Jonathan Ross and Clare Balding among them – have volunteered for the show’s first celebrity edition, eager to go to a Scottish castle and lie to each other in front of the public.

What can be learned from these two parallel trust trajectories? Working with leading polling firm Ipsos , we set out to get to the nub of Britain as

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