Zac Goldsmith is 'privileged' and Sadiq is 'shifty': what Londoners really think about the mayoral candidates

Zac Goldsmith is seen as “rich” and Sadiq Khan as “untrustworthy”, according to research that reveals what Londoners really think about the rivals in the election for Mayor of London.

More than 1,000 people were shown pictures of the two men by pollsters Populus and asked to put down the first word or phrase that came to mind.

For Tory candidate Mr Goldsmith, 98 people’s instant reaction was about his wealthy background, 80 thought him “posh”, and 39 said “privileged”.

Less commonly, 23 said “out of touch” and 22 “smug”, while 15 said “idiot”.

For Mr Khan, 58 people gave words such as “dodgy” and “shifty”, but 39 thought him “trustworthy” or “honest”.

Thirty six people said “Muslim”, 35 “Labour”, 34 “good for London”, and 21 “friendly”. Again, 15 said “idiot”.

The research was designed to tap into gut feelings and, unlike most polling, none of the words was prompted. People were shown photographs from the candidates’ publicity material to ensure fairness. Among other findings:

Mr Khan is slightly better known, with 69 per cent of those polled able to name him, compared with 65 per cent who recognised Mr Goldsmith. The Tory was better known among the elderly but less well known among people from minority ethnic communities.

Mr Khan has been more successful at getting campaign messages to stick, with over half associating him with a fares freeze, although only four in 10 correctly credit him with his plans to build homes and give “first dibs” to London buyers.

Twenty one per cent thought Mr Goldsmith supported a third runway at Heathrow, and 17 per cent thought Mr Khan backed one. Both are against. Ten per cent thought the Tory proposed the fares freeze, which he opposes.

Only a fifth of Londoners credit Mr Goldsmith for his promise to create 500,000 jobs, and a quarter thought Mr Khan made the pledge.

Mr Goldsmith’s best known stance was for Brexit from the EU, followed by supporting the Garden Bridge. Forty two per cent thought Khan would win, and 31 per cent said Goldsmith.

Laurence Stellings, Populus director, said: “There is real confusion about where the candidates stand on key issues like Heathrow expansion.”

Asked what jobs the two rivals would do if they were not politicians, banker was the most common answer for Mr Goldsmith while Mr Khan was correctly seen as a lawyer and businessman.

Source: Populus interviewed 1,007 Londoners online between April 14-21 2016. Data are weighted. More details at populus.co.uk

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