‘Long Eaton is dying a death. I was born and bred here, so I’ve seen it go downhill quite quickly. There’s not a lot here. We’ve got two supermarkets, bad road infrastructure, it’s dying.’

Listening to a mum from the outskirts of Nottingham describe her frustrations with her community in a recent focus group, the other participants, all local to the area, nodded along in agreement. The mood was one of resignation. All the members of this group had cast their vote for Labour in 2024 hoping to arrest the pervasive feeling of decline and decay this woman described. But barely a year into Labour’s term, and with things seeming even worse than they did before, all of these participants told us that they would switch to voting Reform if there were a general election tomorrow. Their message was

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