Labour - helped by our media - let Reform dictate the terms of reference. As any Tory will tell you, you cant out Farage Farage simply because he doesnt give any policy detail. Deliberately information lite so they can pivot away when they are found out.
It serves the media because a Farage soundbite policy lite nonsense is more readily packaged into a headline. Labour need to work out what positive headlines they can make. (Yes I still think our media is warped - see Heat Pumps podcasts and Evan Davies, ask yourself when were heat pumps genuinely too controversial?)
Incumbent administrations generally get a walloping - just ask the Conservatives about that. Blair didnt but that was unusual.
Government is unpopular. I dont mean Labour, I mean generally. Particularly after Brexit whacked GDP and we've all felt/seen the impact of Austerity. Conservative chickens coming home to roost and poop.
Brexit has eaten the Conservatives. This is a loss to public life. I might not agree with their politics but they had more substance than Dubai Tice and friends. Presumably the Conservatives will fall in behind Farage if not now then under Jenrick later - and lose more votes to the L/Ds (fine by me) and possibly the Greens.
Reform mayors and councillors will blame the Government for all the false promises they were never able to keep.