According to a new British Attitudes Survey, Reform UK voters are seeking a return to a Britain that is less ethnically diverse and holds more conservative views on issues such as sexuality. Co-authored by polling expert Professor Sir John Curtice, the survey suggests that support for Reform UK is driven more by ideological beliefs than by protest against the current political landscape. The typical Reform voter is characterized as older, less likely to possess a university degree, and predominantly male, particularly among younger demographics. The survey highlights a notable dissatisfaction with the National Health Service (NHS) and a desire for significant improvements in governance. Notably, Reform UK has made substantial electoral gains, including becoming the second largest party in the Scottish Parliament following the 2026 Holyrood election, winning 17 seats. Despite their conservative cultural attitudes, Professor Curtice clarifies that these voters cannot be strictly labeled as 'far right', as they do not necessarily align with economically right-wing ideologies. Instead, their views reflect a counter-reformation against the changing cultural landscape of Britain.