The Conservative Party’s path to regaining public trust hinges on confronting its past errors, according to former Scottish Tory leader Ruth Davidson. She insists that party leader Kemi Badenoch must embark on an “apology tour” addressing the mistakes made during 14 years of Conservative rule before the party can expect to win voters back.
Why an Apology Tour Is Crucial
In an incisive interview on Sky’s Electoral Dysfunction podcast, Baroness Davidson condemned the Conservatives’ failure to fully acknowledge the “contrition tour” needed following their ousting from government in July 2024. The Tories’ unprecedented 14-year tenure ended amid a Labour campaign centered on “change,” leaving the party with a tarnished reputation.
Davidson emphasised that the Conservatives have yet to sincerely apologise for the policies and governance mistakes that alienated many voters. “We haven’t done the apology tour that needs to be made,” she said. “For a lot of people, we will not get a hearing until that’s been done and it’s been done in an authentic way.”
This call to contrition reflects a broader political reality: a party clinging to power must first rebuild trust. Davidson criticised Badenoch’s initial approach, suggesting it was too focused on lecturing voters rather than winning their empathy. She noted some progress but argued more is needed to repair the party’s damaged credibility.
Kemi Badenoch’s Leadership and Reform Efforts
Since winning the Conservative leadership contest after the 2024 election defeat, Kemi Badenoch has openly acknowledged that the party made “mistakes” under previous administrations. She has promoted a “policy renewal” programme aimed at steering the party toward a “common sense” centre-right ideology.
Badenoch’s leadership has improved her personal approval ratings, making her one of the less unpopular party leaders. Yet, the Conservative Party itself remains deeply unpopular, polling at just 19% in the latest Sky/Times/YouGov survey. This stark contrast highlights the party’s uphill battle to regain broad public support.
Baroness Davidson’s critique focuses on the party’s failure to fully shift public perception. She explained to Sky’s political editor Beth Rigby, “One of the complaints that I’ve had about Kemi is that it’s hard to scold people into liking you.” Davidson credits Badenoch with modifying her tone but stresses that authentic contrition on past mistakes remains essential.
The Challenge from the Right and the Urgency to Act
Davidson also warned about the emerging threat from the right flank of British politics, particularly from Reform UK. Unlike previous opposition parties, Reform UK presents a genuine alternative to both Labour and the Conservatives, splitting the right-wing vote and complicating the Tories’ electoral prospects.
“We needed to get ourselves back on the pitch within one term,” Davidson said, underscoring the urgency facing the party. She expressed concern that Conservative Headquarters (CCHQ) has not fully grasped the immediacy of the situation, warning that failure to act decisively could prolong the party’s period in opposition.
Her warnings carry added weight given her own political stance. Davidson, considered a centrist Tory, leads Prosper UK, a political movement she launched in January 2026 alongside other moderate former Conservative figures. Prosper UK seeks to unite “politically homeless” voters and restore the Conservative Party’s appeal through pragmatic, centre-right policies.
The group has toured the country, engaging with voters and stakeholders from politics, business, and public life, advocating that only a revitalised Conservative Party can effectively challenge Labour and Reform UK in future elections.
What This Means for the Conservative Party’s Future
Baroness Davidson’s call for an apology tour highlights a critical step the Conservative Party must take to recover from electoral defeat and restore its standing with the electorate. Genuine acknowledgement of past failures, coupled with a clear and moderate policy direction, could rebuild voter confidence and help the party counter the growing appeal of Reform UK.
For Kemi Badenoch, leading this effort will be a delicate balancing act: she must demonstrate authentic humility while simultaneously projecting the confidence and renewed vision needed to unify the party and reclaim its role as the principal alternative to Labour.
Without this reckoning and a strategic focus on reconnecting with voters, the Conservative Party risks remaining sidelined in British politics, fragmented and vulnerable to rivals on both left and right.
