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At recent Reform UK media events, a pair of notable figures can often be seen in the forefront: the near-white locks of Danny Kruger and the styled blond hair of senior adviser James Orr.
As well as guiding the policy programme for what could be the UKās next government, the duo share another trait in common. Each is a deeply committed Christian who found religion in adulthood, and hold trenchant views on matters of society such as reproductive rights and the traditional family unit.
The MP Kruger, who switched allegiance from the Conservatives, and Orr, a university scholar, also sit on the advisory board of a conservative policy group called the Alliance for Responsible Citizenship.
A further participant is Paul Marshall, the investment tycoon who owns GB News and the rightwing Spectator magazine. He is also a devout Christian.
āFaith, particularly evangelical Christianity, has in recent decades been one of the defining elements of American conservative politics,ā its followers forming the bedrock of Donald Trumpās support.
Parallels do exist. Orr is personally connected to the US Vice-President that he has welcomed him at his family home. Orr is also involved in the NatCon movement, which has connections to the US religious-populism world.
However, direct comparisons soon fall down due to a basic issue of numbers. While surveys indicate that close to a fourth of US adults are evangelical Christians, the figure for the UK is about a tenth of that at the very most.
There is another important factor to take into account. While US evangelicals lean firmly to the political right, new polling by the UKās Evangelical Alliance indicate the broader situation in Britain is markedly distinct.
Research of nearly 1,500 evangelicals places the Labour Party in the first place with over a quarter backing. The Reform party and Liberal Democrats are tied on 20%, with the Conservatives on 18%.
Further polling demonstrate backing from evangelicals for more generous welfare payments, but also concerted alarm about plans to legalise assisted suicide.
āAmong evangelicals there can be a dissonance between personal views, especially on social issues, and how people cast their ballot,ā explained a representative. āAs an instance, someone might have a firm stance on abortion, but they donāt see voting as likely to lead to change.ā
Evangelical belief is present in parliament, including all-party prayer group meetings. But it is a reality present on the left, with figures like Kruger countered by the Lib Dem Tim Farron and the Labour Party Member of Parliament Rachael Maskell.
She has been explicit about how faith informs her politics, notably on issues such as poverty.
āEthical fairness was āa big partā of the party's ethos,ā Maskell argued. āItās part of our foundations, how we think about disparity in society, ensuring we have a just system.ā
Nonetheless, there exists a different and newer side to religion in UK politics, one influenced by US concepts of religious nationalism.
The activist Tommy Robinson has started to present himself as explicitly Christian, although much of this is done as a contrast to Islam.
In a similar vein, Nick Tenconi, who leads the UK outpost of the Turning Point group, posts social media messaging about the country needing to āreturn to Christā alongside anti-Muslim content.
One striking display of this, a linked Christian nationalist group named Kingās Army paraded through Soho, a location seemingly chosen as it is the heart of Londonās LGBT community.
All this remains, however, fairly niche in UK politics. While commentators sometimes depict certain figures as wealthy incubators of US-style evangelism, associates maintain they are little more than observant believers who are strongly opposed to any politicisation of faith.
Kruger is not averse to occasional off-piste language, for example using a speech to condemn what he said was a younger generation indoctrinated by a mix of ideologies.
āIn the UK you do have a few Christian nationalists, but when it comes to politics it more often be a sort of longing for a Christian past, 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 links beyond that felt restricted.
āI certainly donāt get the sense of much of an evangelical lobby,ā they commented. āFor me, my faith is more a foundation for what I already believe. And here, religion is not really a decisive electoral issue.ā
A tech enthusiast and hardware reviewer specializing in storage solutions and system performance optimization.