
8 per cent of the population
Respectful of authority and tradition, Traditional Conservatives believe in individual responsibility and established norms that have served them well. Nostalgic for the past but optimistic about the future, they are deeply sceptical of many forces of change such as immigration or the path to net-zero.
“I definitely feel that we are in a very bad place at the moment, but if you look at the rest of the world, I think the world’s in a bloody bad place at the moment as well.”
Chris, Cirencester
“I just think that there is a very big lack of respect in the country for authorities mainly. Children have no respect for their elders these days… I was brought up with respect for my elders, but I’m afraid to say that’s gone completely now.”
Susan, Great Yarmouth
Key words
Comfortable, traditional, institutional, optimistic, meritocratic, stable, individualist, risk- averse, conservative.
What they worry about
Declining respect for authority and tradition, social disorder and antisocial behaviour, economic instability, threats to British institutions, breakdown of family values.
Where you might find them
In rural areas and market towns; in detached houses they own outright; attending church or community events; reading broadsheet newspapers; in constituencies such as Hexham, Stratford-on-Avon, and Richmond and Northallerton.
How they get their news
The Times, Telegraph, and Financial Times; BBC Radio 4 and television news; 6pm BBC News. They seek out expert opinion and trust established media outlets over social media voices. They are unlikely to believe any information their grandchildren might tell them they learned on social media.







