New polling trends show where Labour can do better

Do people vote by values or interests? David Evans at The Campaign Company has done extensive research into this topic over the years.

Here on LabourList he gives us an update on the voting patterns of the three ‘Value Modes’ groupings:

  • altruistic Pioneers (driven by ethics and inner-fulfilment).
  • aspirational Prospectors (driven by image and individual success).
  • socially conservative Settlers (driven by safety and anxiety about change).

The evidence shows that Labour is still trailing with ‘Settlers’ – people who are often older, more socially conservative, and value a sense of belonging. Sound familiar? They represent a similar demographic to those most likely to see themselves as ‘English not British’, as shown in John Denham’s recent piece.

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