During recent the Reform party media events, a pair of notable heads can often be spotted in the front row: the pale hair of Danny Kruger and the swept-back blond mane of senior adviser James Orr.
As well as guiding the policy programme for what could be the UKās next government, the pair have something else in common. Both are highly devout Christian who found religion in adulthood, and possess trenchant views on matters of society such as abortion and the traditional family unit.
The MP Kruger, who defected from the Conservatives, and Orr, a university scholar, also sit on the steering committee of a conservative policy group known as the Alliance for Responsible Citizenship.
Another member is Paul Marshall, the hedge fund millionaire who owns GB News and the rightwing Spectator magazine. Marshall is a devout Christian.
āFaith, particularly Protestant evangelism, has in recent decades been a key characteristic of US rightwing politics,ā its followers providing the core of a particular political support.
Parallels do exist. Orr is sufficiently close to JD Vance that he has welcomed him at his private residence. Orr is also active in the National Conservatism movement, which has connections to the American faith-based populist world.
But any closer parallels quickly break down due to a basic issue of scale. While polling shows that close to a fourth of US adults are evangelical Christians, the proportion for the UK is about a tenth of that at most.
An additional important factor to take into account. While US evangelicals lean firmly to the political right, recent surveys by the UKās Evangelical Alliance suggests that the broader situation here is quite different.
Research of nearly 1,500 evangelicals shows the Labour Party in the lead with 26% support. Reform and the Liberal Democrats are level on 20%, with the Conservatives on 18%.
Other questions reveal support among evangelicals for increased welfare payments, but also concerted alarm about plans to legalise assisted suicide.
āAmong evangelicals there can be a gap between opinions, especially on social issues, and how people vote,ā explained a representative. āAs an instance, someone might have a firm stance on abortion, but they donāt see voting as a way to lead to change.ā
Evangelical belief is present in parliament, including cross-party prayer group meetings. But it is a reality present on the political left, with figures like Kruger countered by the Lib Dem Tim Farron and the Labour Party Member of Parliament Rachael Maskell.
She has been very open about how faith informs her politics, especially concerning issues such as poverty.
āMoral justice was āa big partā of Labour politics,ā Maskell argued. āIt stems from our roots, how we think about disparity in society, ensuring we have a fair framework.ā
Nonetheless, there exists a distinct and more recent side to religion in UK politics, one influenced by American ideas of religious nationalism.
The activist Tommy Robinson has started to present himself as openly a Christian, although much of this is done as a counterpoint to Islam.
Similarly, Nick Tenconi, who leads the UK branch of Turning Point, posts social media messaging about the country needing to āre-embrace Christianityā alongside anti-Muslim content.
One striking manifestation of this, a linked Christian nationalist group called Kingās Army paraded through Soho, a location apparently selected as it is the heart of Londonās LGBT community.
All this remains, however, relatively marginal in UK politics. While critics sometimes portray certain figures as wealthy incubators of US-style evangelism, associates insist they are little more than devout believers who are strongly opposed to any political exploitation of faith.
Kruger is not shy of occasional off-piste rhetoric, for example in an address to censure what he said was a younger generation influenced by a mix of ideologies.
āHere in Britain you do have a few Christian nationalists, but when it comes to politics it more often be a sort of Christian nostalgia, linked to our historical character,ā noted an analyst.
A parliamentarian of faith with conservative views observed that while the issue of assisted dying had united MPs with faith, any connections beyond that felt limited.
āI certainly donāt get the sense of much of an evangelical lobby,ā they said. āFor me, my faith is more a foundation for what I personally hold. And here, religion is not particularly a vote winner.ā
Elara Vance is a tech journalist with over a decade of experience covering AI, cybersecurity, and emerging technologies across Europe.