A senior figure within Reform UK has cautioned that the party’s masculine image may be deterring female voters, urging a shift in strategy following a recent by-election setback. Gawain Towler, formerly the party’s head of communications and a current board member, highlighted concerns in a recent essay, describing the party’s performance as a “wake-up call” to engage more effectively with women.

Towler pointed to the Makerfield by-election, where Reform UK candidate Robert Kenyon, a plumber-turned-politician, faced scrutiny over historical social media posts containing offensive remarks about women. During the campaign, past tweets by Kenyon—such as a sexually explicit comment directed at media personality Carol Vorderman and jokes about female rugby players—surfaced, drawing criticism. When questioned about these posts on a by-election Question Time special, Kenyon declined to apologise, prompting some voters to reject his candidacy.

According to Towler, the party failed to address the issue adequately, choosing instead to dismiss the comments as harmless banter or part of an “establishment confection.” He argued this approach contributed to losing female support, noting that some women sympathetic to Reform’s policies reconsidered their vote due to Kenyon’s remarks and lack of contrition. “A proper apology would have been enough, but it was not forthcoming,” Towler observed.

Further analysis has underscored gender disparities in Reform UK’s support. The Financial Times reported that paid social media posts by Kenyon reached 24,000 more men than women on platforms like Instagram and Facebook. Additionally, findings from the British Social Attitudes Survey indicate that the gender gap among Reform supporters has widened from six to nine points since 2024.

Towler attributed this issue in part to the party’s public image, which he said is strongly influenced by Nigel Farage and an online ecosystem projecting a form of masculinity that alienates some women. He described this as both a branding and messaging problem that necessitates genuine, sustained outreach to women’s communities.

Responding to these criticisms, a Reform UK spokesperson highlighted a recent poll from More in Common indicating that the party remains the most popular among women nationwide. The spokesperson did not address specific concerns about the Makerfield campaign or Kenyon’s comments.

The ongoing debate within Reform UK underscores the challenges the party faces as it seeks to expand its voter base amid rising scrutiny over its candidate selections and public representation.