
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.
“I got called woke the other day because I read the Guardian. Like, what does that even mean!?”
Abby, Hackney
“I just think in our society… it’s one of the ways that we can affect change is by who we vote for or by corresponding with our MP… Personally I think it’s important to keep up to date with what’s going on.”
Hannah, East Dulwich
Key words
Idealistic, radical, uncompromising, political, woke.
What they worry about
Global issues such as the war in Gaza or climate change, inequality in Britain, the power of billionaires, the rise of Reform UK, the rise of Donald Trump, Brexit, affordable housing, racial justice.
Where you might find them
In university campuses and cities; in Labour and Green Party meetings; on Bluesky; in flatshares or living with their parents; in third sector workplaces; in constituencies such as Hackney South and Shoreditch, Edinburgh South and Bristol Central.
How they get their news
High engagement with the news: from notifications from multiple news apps (likely The Guardian and the BBC), independent digital news outlets such as Novara, directly from political commentators on social media, from podcasts such as The News Agents or Pod Save the UK.
