Middle Britons

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Middle Britons

This is the closest of all the groups to being the ‘typical’ British voter.

Political views

People in this group express mild agreement with left-wing narratives, such as there being one law for the rich and one for the poor or that ordinary people do not get their fair share of the nation’s wealth. However, they are divided in their attitudes towards tax-and-spend policies. They’re largely neutral on equal opportunities.  

Messages on the need to be tough on crime do have some resonance. Although somewhat divided on Brexit, Middle Britons are inclined towards Euroscepticism, and are slightly concerned about immigration.  

They don’t tend to favour any one political party. But while they are therefore a key group for political parties to win over, they are only somewhat interested in politics and not much enamoured of politicians.  Winning even them over won’t be easy for any of the political parties.  

Characteristics  

Middle Britons are particularly common in small cities and towns. One-third own their own home outright and another third own with a mortgage. More than half are female, and many have relatively low levels of education.  

Party preferences

Labour and Conservatives, with some support for Liberal Democrats, Scottish National Party, Greens and Reform.
 

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