In the "vibes" era, politicians with authenticity and sincerity will cut through.

Hence Donald Trump - reaching out to the tech bros - got his second shot at the White House.

Closer to home, it explains why a landmark poll by YouGov for Sky News found Reform UK leapfrogging the Tories in the battle for hearts and minds.

Nigel Farage's party is seen as stronger, more trustworthy and having a clearer sense of purpose than a beleaguered Conservative Party.

With Kemi Badenoch's leadership under fire, Reform is currently pushing the Tories into third place in the opinion polls.

It's all about what politicians communicate, how they come across to their audiences. Voters want the genuine article and not a pale imitation.

After over 14 years of failure, the Conservatives have lost public trust and are battling against a perception of them as the opposite of authentic.

And too many politicians associated with Tory misrule are still part of the top team. After all, it's tough to convince voters you offer change - especially on gut issues like immigration - when you were part of a team who oversaw the continuity of failure.

Reform, by contrast, is now in the ascendancy, with Farage's main threat now that the Conservatives ditch Badenoch for new blood.

Frankly the optics of that would be hideous plus there is no guarantee a new leader would reverse the Conservatives' bad luck. This leaves the Conservative Party with few, if any, viable options.

Vibes count and Reform - with its growing membership and social media presence, wooing young men alongside an established older voting bloc - got the memo.

The latest poll numbers are cringeworthy for the Conservatives, a party which reeks of insincerity. Why not vote for the Real McCoy, and Reform offers Right-leaning and patriotic voters that genuine article so many now crave.