In an election of few surprises, a shocking development has been Nigel Farage’s sudden popularity among young people. Recent figures show the Reform leader – an antiquated figure who, with his pinstripes, tweeds and cigars, would be at home in a Thatcher cabinet – outperforms Labour on TikTok (in early June, Farage was beating Labour on a views-per-video basis by 30% – and the Tories by more than double). A YouGov survey on 18 June indicated that Farage’s popularity among 18- to 24-year-olds dwarfs that of the Conservatives; and Reform has scored its highest polling numbers since it originated as the Brexit party in 2018.

With young people often bashed for their “woke” politics (including by the Reform leader himself), it may surprise some that Farage – who has spouted rhetoric about Muslims not having British values, and suggesting diversity in hiring is “disastrous” – would resonate with this group. But his success relates to his courting of younger voters by aligning himself with misogynistic figures – most notably the influencer Andrew Tate – who have increasing cachet with young men in particular. In an appearance on the Strike It Big podcast (hosted by two 25-year-olds, who interviewed Tate as a guest last year), Farage described Tate as an “important voice” for the “emasculated”.

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