20 per cent of the population

A patriotic but politically untethered group which feels abandoned and overlooked by political elites and yearns for leaders with common sense, but does not want to overthrow the system as a whole. They are particularly concerned about community decline and the pressures of migration. Interventionist on economics but conservative on social issues, they have shaped much of Britain’s politics over the past decade.
“I think we’re lucky to be living in a country that is really, really good. Yeah, you could say it’s getting worse or going downhill, but I’d still say it’s probably one of the best countries in the world. We’ve got stuff like the NHS that yes, there’s long waiting lists, but if there is a medical emergency you can get seen to pretty quickly still.”
Charlie, Wrexham
“We’re a generation where we’ve all worked, we’ve all been brought up respectfully and society has gone downhill in my view for lots of reasons. Whether it is money, whether it is immigrants, whether it is expectations, it’s very hard to actually think. I can’t think of something that has improved.”
Susan, Bridgewater
Key words
Patriotic, nostalgic, cautious, overlooked, cautious, family-focused, disillusioned, common- sense, pessimistic.
What they worry about
Immigration levels and pressure on public services, the cost of living, politicians being out of touch, the decline of British culture and values, crime and antisocial behaviour, the NHS.
Where you might find them
In villages and rural areas; living with their spouse in homes they own, ; working in practical jobs, retired or caring for grandchildren; often in post-industrial, ‘Red Wall’, or coastal towns; in constituencies such as Scarborough and Whitby, Merthyr Tydfil, Redcar, Hartlepool, North West Norfolk.
How they get their news
Facebook community groups and local news, BBC television news and local radio, occasional glances at newspaper headlines.
