At recent the Reform party press conferences, two very distinctive figures can often be seen in the forefront: the near-white locks of Danny Kruger and the styled blond hair of senior adviser James Orr.
As well as guiding the policy programme for what could be the UKâs next government, the duo have something else in common. Both are highly devout Christian who came to religion in adulthood, and hold trenchant views on matters of society such as reproductive rights and the traditional family unit.
The MP Kruger, who switched allegiance from the Conservatives, and Orr, a Cambridge academic, also sit on the steering committee of a rightwing thinktank known as the Alliance for Responsible Citizenship.
A further participant is the financier Paul Marshall, the investment tycoon who owns GB News and the rightwing Spectator magazine. Marshall is a practising Christian.
âReligion, specifically evangelical Christianity, has in recent decades been one of the defining elements of American conservative politics,â with its adherents providing the core of Donald Trumpâs support.
There are some links. Orr is personally connected to JD Vance that he has hosted him at his family home. Orr is also active in the National Conservatism movement, which has ties to the American faith-based populist world.
But any closer parallels quickly break down due to a basic issue of scale. While surveys indicate that close to a fourth of US adults are evangelicals, the figure for the UK is about a tenth of that at the very most.
There is another crucial element to consider. While US evangelicals tilt strongly to the right, new polling by the UKâs Evangelical Alliance indicate the broader situation in Britain is markedly distinct.
A poll of nearly 1,500 evangelicals places Labour in the first place with 26% support. Reform and the Liberal Democrats are level on 20%, with the Conservatives on 18%.
Other questions demonstrate support among evangelicals for increased welfare payments, but also concerted alarm about plans to legalise assisted suicide.
âAmong evangelicals there can be a gap between opinions, especially on social issues, and how people cast their ballot,â explained a representative. âAs an instance, someone might have a strong opinion on abortion, but they do not view voting as a way to lead to change.â
Evangelism is present in parliament, including all-party faith-based meetings. But it is a reality present on the left, with figures like Kruger countered by Tim Farron and the Labour Party Member of Parliament Rachael Maskell.
Maskell is very open about how her beliefs shapes her politics, especially concerning issues such as poverty.
âMoral justice was âa big partâ of Labour politics,â Maskell argued. âItâs part of our foundations, how we think about disparity in society, ensuring we have a fair framework.â
Nonetheless, there exists a different and newer side to religion in UK politics, one more closely modelled on American ideas of faith-based nationalism.
Tommy Robinson has begun to present himself as openly a Christian, though a lot of this is done as a contrast to Islam.
Similarly, Nick Tenconi, who leads the UK branch of the Turning Point group, includes social media messaging about the country needing to âreturn to Christâ combined with anti-Muslim content.
In a dramatic manifestation of this, a linked nationalist Christian group called Kingâs Army marched in formation through Soho, a location seemingly chosen as it is the centre of Londonâs LGBT community.
All this remains, however, fairly niche in UK politics. While critics sometimes depict certain figures as wealthy incubators of American-style religious politics, associates insist they are simply observant believers who are strongly opposed to any political exploitation of faith.
Kruger is not shy of sometimes unconventional rhetoric, for example using a speech to condemn what he said was a younger generation indoctrinated by a blend of ideologies.
âIn the UK you do have a few Christian nationalists, but when it comes to politics it tends to be a sort of longing for a Christian past, linked to our historic identity,â said one commentator.
A parliamentarian of faith on the right noted that while the issue of assisted dying had helped bring together MPs with faith, any links beyond that felt limited.
âI do not get the sense of much of an organized faith-based lobby,â they said. âFor me, my faith is more a foundation for what I already believe. And here, religion is not really a vote winner.â
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