The Conservative Party is facing fresh internal strife as tensions grow between Kemi Badenoch and her shadow cabinet colleague Robert Jenrick, whose high-profile videos have increasingly overshadowed her leadership efforts.
Last week, Jenrick dominated headlines after releasing a dramatic video in which he confronted suspected fare dodgers on London trains. The stunt, which rapidly went viral with more than 10 million views, has sparked concern among senior Tories who say it detracts from efforts to elevate Badenoch’s public standing.
The clash of attention comes at a critical time for the Tories. With polling numbers plunging and public recognition of Badenoch still low, the party has been working hard to build her image. However, insiders say Jenrick’s repeated media appearances have frustrated colleagues and led to growing friction within the shadow cabinet.
The most recent row stemmed from Jenrick’s London Marathon run, which mistakenly added hundreds of Westminster insiders to a WhatsApp group. The misstep prompted speculation about a renewed leadership challenge, though Badenoch herself laughed off the idea. Yet, internal party voices say the repeated disruptions are generating “tensions with other members of the shadow cabinet.”
Techne UK’s weekly tracker poll paints a grim picture for the Conservatives. The party sits at just 17 percent, 14 points behind Reform UK, which has 31 percent, with Labour also lagging at 23 percent. Alarmingly for Tory strategists, 37 per cent of voters who supported them in the 2024 general election have now shifted allegiance to Reform.
Badenoch Popularity Low
Analysts suggest the party’s greatest obstacle is Badenoch’s anonymity. Focus groups conducted by More in Common (MIC) revealed that many former Tory voters still do not recognise her. “When groups of former Tory voters are shown clips of the Conservative leader speaking, they like her, but for most of them, it is the first time they have seen her,” MIC reported.
In response, a new communications strategy is in motion, dubbed the “Let Kemi be Kemi” plan—a reference to the popular West Wing mantra “Let Bartlet Be Bartlet.” The plan intends to emphasise Badenoch’s candid and unfiltered persona in hopes that her videos, like Jenrick’s, might also gain viral traction.
Supporters point to a recent moment where Badenoch said she had not watched Netflix’s Adolescence, remarking, “I don’t need to watch Casualty to know about the NHS.” That clip quickly spread online, with many praising her blunt authenticity.
However, some allies remain concerned that Badenoch is not getting enough airtime on major broadcasters. As one insider noted, “It is particularly difficult at the moment, at a time of huge international news, with President Trump in the White House, war raging on the edge of Europe in Ukraine, and the ongoing bombardment of Gaza.”
Despite outward calm, sources say Badenoch is privately frustrated. While she appears relaxed about Jenrick’s off-brief ventures, others within the team are not so forgiving.
“Some have been very annoyed… That has caused tensions. Kemi has a challenge managing the competition in her team. There’s no discipline. Basically, shadow cabinet members can do what they want with no central grid. It’s causing complete chaos.”
Senior Tory official
In Jenrick’s defence, his allies argue that his critics are merely envious of his media success. “Jealous,” one called them, implying that their frustrations stem more from rivalry than real concern.
Even within Badenoch’s circle, comparisons with past Tory icons have surfaced. Shadow Chancellor Mel Stride offered a tempered endorsement, stating, “She will get better through time. At the media, she will get better… and at the dispatch box.”
For now, Badenoch must juggle internal competition, public invisibility, and a restless party base while trying to cement herself as a credible opponent to Labour and Reform.
