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John,

“The dead cat.”

It’s a simple but effective trick, coined by former Conservative strategist Lynton Crosby, and used to devastating effect by Nigel Farage every day.

Here’s how it works. When you’re losing a debate on the issues that matter - say the economy, the NHS, the cost of living - you throw something so shocking onto the table that everyone recoils in disgust. Suddenly, the conversation is no longer about what people should be discussing, but instead about the dead cat lying in front of them.

Like Donald Trump, Nigel Farage is using this trick to fuel a culture war. Why? Because when the conversation turns to vulnerable minorities, like people seeking asylum, it stops being about inequality or fixing the cost of living.

See, Farage’s donors aren’t necessarily far-right extremists. That’s not why they’re giving their money. They’re driven by profit, and they’re betting that his tactics will pay off.

The hate and division are real, but they’re part of a larger strategy - to keep people angry, distracted, and too exhausted to see who’s profiting from the chaos.

That’s why property developers and wealth funds are investing in Farage’s REFORM UK PARTY LTD. More marketing agency than political party, it exists to divert attention from what’s really happening. Follow the money, and the pattern never changes. The wealthy walk away richer, while everyone else is told to turn on each other.

It’s theatre. And it works.

The worst thing we can do is fight them on their own battlefield, something that’s consumed the Conservatives and, all too often, Labour too.

Every time we repeat their talking points, we strengthen their strategy. Every time we debate their distractions, we lose sight of what really matters.

The answer isn’t to argue about their culture war. It’s to expose it. To show it for what it is - a way to divide people, delay change, and deny accountability, all while the same interests pocket the rewards.

Behind the noise lies a machine. Disinformation networks spreading falsehoods across social media, dark money funnelling influence through untraceable channels, and a political system that rewards outrage over honesty.

That system is what allows people like Farage to thrive. Not by solving problems, but by exploiting the cracks in our democracy.

The world has changed. Information moves faster than ever, but truth is struggling to keep up. Politics has become a competition for attention, a race to provoke, not to persuade.

At the same time, Britain is no longer a two-party country. Five parties now poll above 10%, alongside strong national parties in Scotland and Wales. Voters have more choice than ever before, yet a system that still locks most of them out.

It’s a democracy built for a bygone era, barely staying afloat in the 21st century. And those who profit from division know exactly how to exploit it.

We don’t have to accept it. We can build something better.
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If we want to stop the politics of distraction, we need to repair the system that fuels it. That means building a democracy that values cooperation over chaos, truth over outrage, and representation over manipulation.

It isn’t just a technical fix. It’s the first step toward healing disillusionment, rebuilding trust, and ensuring our politics works for everyone again. Because when every vote counts, division stops paying off. And those who profit from chaos finally lose their stage.

The art of distraction only works if we keep looking where they point. That’s why we’ve got to upgrade our democracy:
* A fair, proportional voting system where division isn’t rewarded and every voice is heard equally.
* An end to dark money in our politics, so big business and vested interests can’t hijack our democracy for their own gain.
* Strong safeguards against disinformation, with real consequences for those who profit from lies and manipulate public debate.

Together, we can make sure their “dead cat” lands with a thud, not headlines.

If you support our work, please consider donating ([link removed]) to help make it possible. We’re not funded by big business, only by the generosity of people like you.

Thank you so much for your support.

Best wishes,

Conor

Conor McKenzie

Digital Engagement Manager, Open Britain
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