Integrity, empathy, authenticity – what does Britain want in a leader?

Strategists BritainThinks have been surveying UK voters since 2015. What politicians now impress us most?Gathered in the back room of a pub near Slough, our focus group of swing voters began by sharing photographs they had brought along. Each was of a leader, past or present, someone who embodied the qualities they most admired. Several chose “tough” leaders like Thatcher or Churchill, others “virtuous” examples such as Mandela or Gandhi, while a few went for “innov