Is three really a crowd? What we can learn from our changing party system.

Looking at recent headlines, you’d forgive them for thinking Parliament was awash with turquoise ties. Reform UK’s ability to tap into disillusionment with the status quo has put it front and centre of debates around the nation’s political future – and there’s no sign its momentum is slowing. 

This conversation about who is really driving the nation’s political agenda isn’t a new one, having rumbled on since before Reform’s successes at the May local elections. 

But party conference season has brought the issue to a head, with questions around sponsorship and attendance becoming a political minefield. Businesses have been keen to avoid getting caught up in any controversy around Reform’s approach to politics – while also fighting not to miss the wave of popularity surrounding the man who said he sees himself in Number 10 by 2027. 

The reasons for businesses engaging with third parties is clear, with recent polls painting a stark picture. In a multi-pronged assault on the traditional two-party system, Reform enjoys up to a nine-point lead over Labour, and some reporting on the newly formed Your Party suggests that one in five Brits would consider voting for it. 

The public and media fascination with these parties and their electoral hopes is obvious – but how seriously should we take it? 

The impact on the direction of government is undeniable. The Labour government is being forced to shift its messaging away from areas of strength – instead putting topics it would have wanted to avoid, like immigration, front and centre. It’s unlikely Keir Starmer ever expected journalists to be asking about his flag-based interior design choices. 

There is another way to look at this though – as a return to one of the traditions of British politics. The role of opposition and other parties has always been to influence the ruling administration – particularly new, popular parties which seek to suggest the main options on the table no longer reflect the mass of the British people. 100 years ago, Labour was exactly that. Even smaller third parties with fluctuating popularity can act as an important litmus test for voter priorities. 

Ultimately, the ‘first past the post’ election model, and the formal role of His Majesty’s Opposition, with its constitutional protections and powers, will likely ensure the two-party system survives – so what’s most impressive is the ability of these parties to attract astronomical amounts of media coverage despite their low level of political representation and provision of little policy detail. 

Media attention responds to people’s desire for a constant stream of content and controversy, but it should not be mistaken for a successful long-term campaign for power, electoral or otherwise. Reform’s policies are still attracting criticism, Your Party has yet to establish itself beyond the initial headlines it received, and the Green Party is stuck at a policy crossroad. 

As it stands, third parties real power comes from their role as a pressure group. They may struggle to come up with answers on welfare or foreign policy, but they have real sway as a lobbying force on the issues that matter most to them and their supporters. 

And this power comes from their understanding of people’s desire for tailored messaging and policy considerations. Those who are capturing attention are the ones who have identified key values and focused all their messaging on them – a lesson that should be heeded by those in Number 10. 

So while questions remain around the future of our party system – the impact of third parties has proven the power of understanding who you want to reach, why you want to reach them and what you have to offer. It means that when done right, meaningful messaging can have just as much impact as courting controversy.