What’s Next for Reform?
5654 reported before the recent local elections that indications from the ground campaign of various parties suggested Reform might be performing even stronger than pollsters were predicting. But the scale of Reform’s success outstripped even those expectations.
Nigel Farage’s focus now is continued electoral success above all else. If there is any concern within Reform, it is that they may have overperformed in these elections and need to show they can continue to build and consistently deliver results. There is much more on the line with elections right across the UK in May 2026 – for the Scottish Parliament, Welsh Senedd and councils and mayors in England.
A key ambition is to have a strong showing in Wales and use that as a springboard for broader parliamentary electoral success. Securing a large number of seats and becoming the official opposition will mean more Short Money; and a majority, control of the functions of state. Both will bring more profile, increased media coverage, growth in donations and a pipeline of talent to build up the party machinery. This, in turn, will mean they can recruit and train credible parliamentary candidates for the next General Election.
Reform is currently recruiting to build an organisational structure akin to the other main parties. This includes Regional Directors (who ironically will work from home), campaign trainers and local campaign staff. The current team is highly motivated and ambitious for the Party, but also young and lacking experience. The aim is to recruit seasoned campaigners and those with experience of being in government. The salaries on offer exceed similar roles in other parties and are intended to attract experienced staff, not least from the Conservative machine.
The question businesses have been increasingly asking us in the last week is whether, how and when to engage Reform given their success looks to be more than a flash in the pan? 5654’s advice is that this should be driven by commercial objectives and priorities, as well as geographic realities. With a thin policy platform there are opportunities to shape the development of Reform’s platform and the impact this has on the wider political debate. It’s clear that many voters do see Reform as a credible and legitimate party and for that reason alone businesses shouldn’t dismiss the idea of engaging Reform altogether. However, whether, how and when to engage should be carefully considered.
If you want to understand what Reform means for your business and if/how you should consider engaging with the party, get in touch via hello@5654.co.uk.