Holly Whitbread: Reform is the bad boy of British politics – and it will the end the way it always does

Cllr Holly Whitbread is an Epping Forest District councillor and the Cabinet Member for Finance and Economic Development. She is also an Essex County Councillor and the Chairman of the Epping Forest Conservatives.

Everyone loves a bad boy.

There is something undeniably attractive about danger. He flatters you, tells you exactly what you want to hear, and – for the first time in a long time – makes you feel seen. He does not care who he offends, and that only makes him more appealing. He breaks the rules, challenges convention, and oozes confidence. But it always ends the same way. The charm wears off, the excuses begin, and eventually you realise he was never your knight in shining armour; he was always in it for himself.

Right now, Reform is the bad boy of British politics. Like any fling, they’re enjoying their moment. It’s fresh and exciting. Many voters feel like they are finally being listened to. Reform echo what millions of frustrated people discuss in pubs, cafés, living rooms, and workplaces across the country. They address issues that cautious mainstream politicians are often too afraid to raise. Their policies are simple and straightforward, even if they lack substance, and that’s why it’s working.

The rise of Reform has undoubtedly been accelerated by the UK’s seemingly uncontrollable illegal immigration crisis. People just want the boats stopped. They ask how it can be acceptable for more than a thousand people, many young men, to enter the UK illegally every day. Reform understands that the legal jargon politicians have used for years no longer suffices – they speak directly to people’s anger and anxiety without apology.

They also tap into the pain felt over issues such as the cost of living, rising taxes, and a breakdown in law and order. More than understanding, they promise to fix these problems. Like a cheating partner, they play on the public’s emotions, swearing this time will be different. So voters are giving them a chance.

And Reform has been winning council seats across the country.

The real test, however, is whether they can successfully run local authorities. Can they deliver on their promises? Solve the social care crisis pushing county councils to the brink? Keep finances stable? Reverse the pandemic-era sell-off of council offices, end hybrid working, and bring people back to full-time office roles? Will they follow through on their stated mission or back out when the responsibility becomes too much? We have already seen a new Reform council leader step down and seats lost in by-elections. Slogans may win elections, but they don’t get the job done.

Like every whirlwind romance – cracks soon appear.

A few dates in, their credit card gets declined and you’re left footing the bill. That sums up Reform’s economic model perfectly. They promise sweeping tax cuts while unveiling expensive spending plans like scrapping the two-child cap. The maths simply does not add up.

Then there’s the baggage.

In Essex, the lone Reform County Councillor – recently appointed as the party’s Director of Local Government – has faced public questions in council meetings over his conduct, such as why he missed two consecutive council tax-setting meetings, and over personal business failings, which involve an unpaid bounce-back loan. He has also been accused of sending explicit images.

That same councillor recruited a town-council candidate, now elected in Ongar, whose social media pages are full of racist posts and content promoting illegal drug use. Hardly reflective of Reform’s stated values of Family, Community and Country.

These are not teething problems; they are major red flags.

Reform’s failure to properly vet its councillors and candidates has led to the election of individuals who are not just unpolished but unfit to hold public office. The era of the squeaky-clean politician may be over, if it ever truly existed, but have we really lowered our standards this far? Voters have a right to know exactly who they are putting their trust in.

The nation’s flirtation with Reform feels like watching a friend fall for someone you know will let them down. You see the heartbreak coming, but they’re still under the spell.

And that is the Conservative Party’s challenge.

We cannot wait for Reform’s charm to wear off. We must act now before it is too late.

The uncomfortable truth is the public is not listening to us. Our texts are ignored, and calls go unanswered. The attraction has faded, and people are wondering what we still have to offer.

We must not sneer at Reform. Instead, we need to understand why they resonate and reclaim what they have taken from us. Reform has not discovered anything new. Many of the issues they champion, such as tougher immigration controls and tax cuts, are long-held Conservative principles. Reform is wearing old clothes but somehow makes them look cooler. They play the part, saying what people want to hear just to win votes, even adding a dose of socialism to broaden appeal.

The Conservative Party must reclaim its position with clarity, confidence, and conviction. After a year spent licking our wounds following the biggest election defeat since the 1800s, Conservatives need fresh energy and ideas while challenging both socialism and Reform’s empty policies.

Kemi Badenoch earned members’ support because she stands for something. She speaks boldly and with conviction about Conservative values. That clarity must be amplified. Personality matters more than ever in politics. To lead, we must shape the conversation and dominate headlines for the right reasons.

After years of division, we cannot afford more infighting. To win, we must unite, using our best people and sticking with what works. Robert Jenrick offers a model, communicating clearly and directly on issues that matter. We must not forget Boris Johnson’s success; his extraordinary ability to cut through and connect with the public was remarkable.

We need to resonate once again with the man and woman in the pub, the taxi driver, and the small-business owner. Nigel Farage does not hold a monopoly on the common-sense conservatism that reflects middle England’s instinctive values.

The Conservative Party needs a rebrand, a new look for a new era. From communications to policy to candidate selection, we must return with a fresh, serious, and compelling offer. Rebuilding trust requires consistency, credibility, and courage. We must deliver real solutions, not wishful thinking, and prove we still believe in aspiration, individual responsibility, and patriotism. Turning up with flowers from the garage will not cut it this time.

We must be unafraid to go on the attack. Mel Stride’s takedown of Reform’s fantasy economics was exactly the confident defence of Conservative competence we need more of. We should also remind people of our achievements, including repairing the economy since 2010. On economic matters, most people are realists, not hopeless romantics.

When former Tories, expelled for good reason, reappear under a Reform badge, we must let people know exactly why their past relationship ended badly.

If we fail to rise to this challenge, we should not be surprised when voters turn elsewhere, even if they sense it might not work out long term. Like all reckless romances, it will likely lead to regret and a broken heart. As Conservatives, we cannot stand by and watch it happen. We must win back trust and rebuild faith with a fresh vision for the country we love.