Urmstongran
In my opinion - What Sunak needs to get to grips with is this: he’s inured to tax and cost of living rises, almost all the rest of us are not.
So, when he says we have to suck it up, it really doesn’t sit well. When he has the means to make our lives less expensive, and doesn’t yet still splurges our money on non-essential things like ‘net-zero’ and HS2, the kind of things that could have money wasted on them when the sun was shining, it also doesn’t sit well.
Bottom line, a really, really rich person telling us he needs more of our money to spend on things we don’t need or want grates very badly.
I think it would be hard to say that the Conservatives are accustomed (inured) to low taxes, Urmstongran. It is far more complicated than that, although that is certainly what they would have us believe. They would also have us believe that Labour is profligate when it comes to taxes. This too is exaggerated.
For example, the rise in tax and spending under Harold Wilson in the 1960s had already begun under Harold Macmillan's Conservative government. There are many other, similar examples that disprove the Tory line.
It is simply the culture war the Conservatives rely on and has never been as true as the propaganda would have us believe. However, it seems that with the MSM behind them, rather like Putin, the Conservatives have never had a problem persuading the masses.