Drawing on research into public attitudes, this report evaluates how people respond to different messages around tax reform. It sets out how to communicate the importance of tax rises, bring the public along with the tough but necessary decisions in the coming United Kingdom Budget, and, in turn, help rebuild trust in the state.

The Government needs to deliver not just the right tax reforms, but a clear and compelling rationale which cuts through to the public and gains its confidence. A fragmented and short-form media environment, low public trust in government and the complexity of fiscal policy all make clear communication about tax reform a challenging task. 

Drawing on extensive public engagement, this paper shows that – done well – effective communication about tax is not just about damage limitation, but can actually build public confidence in government. The paper analysed how different narratives shape public engagement, support and favourability towards the government, as well as the specific words, statements or policies that stood out. 

To go further and rebuild trust in politics, the research shows public appetite for a deeper understanding of the rationale behind, and real-world impact of, tax rises. To do this effectively, political leaders need a close understanding of the public’s core assumptions, beliefs and values about tax. The paper explored three key questions which the public may ask about tax rises and how the public approach those.