
9 per cent of the population
A prosperous, confident segment who believe the system broadly works as it is and who trust experts to deliver continued progress. They have a strong belief in individual agency which can make them less empathetic to those who are struggling. Institutionally trusting, they maintain faith in democratic processes and have a strong information-centric way of engaging with issues.
“All the politicians are short- term gain thinking about their votes, not about the future of the country…but in order to fix this country, I think it’s got to be a long plan.”
Jonathan
“Barack Obama, we all know he is the bee’s knees.”
Denise
Key words
Secure, internationally-minded, institutional, trusting, optimistic, liberal, compromising, meritocratic, comfortable.
What they worry about
Global instability and threats to liberal democracy, climate change, Brexit’s long-term consequences, rise of populism and political extremism, economic inequality, the difficulty of doing business in the UK and Britain’s global competitiveness.
Where you might find them
In affluent suburbs and commuter towns; working professional jobs with hybrid arrangements; attending cultural events such as literary festivals or the theatre; in constituencies such as Winchester, St Albans and Twickenham.
How they get their news
Conventional broadsheets and magazines, BBC, the Financial Times, and other mainstream outlets, political podcasts such as Political Currency, longer-form analysis from trusted journalists and commentators such as Nick Robinson. They dislike news information that comes across as too partisan or too tabloid-y.







