Drawing on polling of over 20,000 people and dozens of focus groups, More in Common has looked at the deeper values which act as dividing lines in 2020s Britain. Do you think the issues confronting the country have simple fixes, or are too complex? Are you more likely to trust streamers and online influencers, or experts and professional broadcasters? Should we preserve our political institutions, or burn them all down? Would you rather roll the dice, or play it safe?

These fault lines cut across party lines and reshape how we understand the British public. They help define seven new segments: the new tribes of Shattered Britain, each with distinct values, identities and outlooks on the future.

Britain’s seven segments

This report introduces More in Common’s new segmentation of the British public. Based on extended research into Britons’ core beliefs, their values and behaviours, and how they divide along these new fault lines, this segmentation allows us to look upstream not just at what different groups think, but why they think it. Going beyond a simple left-right spectrum, it reflects deeper differences in how people relate to authority, change, community and the future, which help explain why traditional party loyalties have weakened and political volatility has increased.

The analysis produces seven segments within the British population:

Progressive Activists - 12 per cent of the population

A highly engaged and globally-minded group driven by concerns about social justice. Politically active but feeling increasingly alienated from mainstream party politics, they prioritise issues such as climate change and international affairs. Occasionally outliers on social issues, they maintain a strongly held and sometimes uncompromising approach to their beliefs.

Incrementalist Left - 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.

Established Liberals - 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.

Sceptical Scrollers - 10 per cent of the population

A digitally-native group whose unhappiness with the social contract means they have lost faith in traditional institutions and seek alternative sources of truth online. Often shaped by their experience of the Covid pandemic, they prefer individual influencers over mainstream media and are increasingly drawn to conspiratorial thinking.

Rooted Patriots - 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.

Traditional Conservatives - 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.

Dissenting Disruptors - 20 per cent of the population

Frustrated with their circumstances with an appetite for radical solutions, Dissenting Disruptors crave dramatic change and strong leadership. Highly distrustful of institutions, opposed to multiculturalism and feeling disconnected from society, they are drawn to political movements that promise to overhaul the status quo and put people like them first.

The segments in practice

The segments are a valuable lens into some of the key divisions and common ground among the British public.

Over the coming months, we will be conducting deep dives into how the segments can help leaders navigate divisive topics. To start, the report contains four deep dives into issues in which Britons are increasingly polarised: Media consumption, immigration, climate change, and the economy.

Britain's political map is fundamentally changing as frustration with the status quo is leading to traditional two-party loyalties collapsing into a volatile multi-party system. The segments help to shed a light on British politics in 2025 in a way that traditional analyses alone cannot.

The segment analysis provides valuable insights into the key drivers of party politics in 2025 and beyond: Labour’s broad but shallow 2024 victory and subsequent drop in popularity, the crisis facing the Conservative Party, Reform’s gains and the Liberal Democrat’s consolidation, along with the resurgence of the SNP in Scotland and growing strength of Plaid Cymru in Wales.

Seven Segments – Politics View

Find out what the seven segments think about politics

$Progressive Activists\nClick to learn more$ $Incrementalist Left\nClick to learn more$ $Established Liberals\nClick to learn more$ $Sceptical Scrollers\nClick to learn more$ $Rooted Patriots\nClick to learn more$ $Traditional Conservatives\nClick to learn more$ $Dissenting Disruptors\nClick to learn more$

Select a segment to find out more.

Download the full report

Download the Executive Summary

The Seven Segments of Britain

Which segment are you?