21 per cent of the population
A civic-minded, community-oriented group holding views which are generally left-of-centre but with an aversion to the extreme; they prefer gradual reform over revolutionary change. They trust experts and institutions yet are largely tuned out of day-to-day politics and can be conflict-averse, stepping away from issues they see as particularly fraught or complex.
“I like Keir Starmer. I think he is a good man amongst a lot of politicians who are not and I think he genuinely cares about all people in society”
Tamara, Chester
“We’re quite active in the local community, both giving back from a business point of view but also doing things, helping out at groups and things where my son goes to.”
Becky, Chester
Key words
Liberal, compromising, conflict-averse, cautious, satisfied, community-oriented, trusting.
What they worry about
Rising inequality in society, polarisation and division in Britain, the rise of Reform UK, global instability and uncertainty around conflict and the rise of populist leaders, the future of the NHS.
Where you might find them
Working in public sector jobs such as in schools and hospitals; volunteering in their community; at a play park with their young children; in cities and commuter towns; in constituencies such as Reading Central, Milton Keynes Central, Edinburgh North and Leith, Hove and Portslade and Coventry East.
How they get their news
They tend not to seek out news constantly, but want to be at least somewhat informed about the world. They might turn on BBC news over dinner, or listen to a podcast such as Newscast on their commute, but prefer non current affairs podcasts such as The Rest is History. They also come across plenty of news information organically on social media, although many of them try to block it out.
