
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.
“Post-Covid I am much more critical about what I read – now I want to do my own research because I don’t trust the government or doctors on everything”
Talia, Leads
“Most of the things I would read is online and I think Twitter or X is perfect for it because when you go to the comment section you get a different perspective from everybody and I think you tend to find people who have better answers and more truth.”
James, Glasgow
Key words
Online, disengaged, disillusioned, open-minded, non-ideological, untrusting, curious.
What they worry about
The gap between rich and poor, the job market, corruption of politicians, bias in the media, crime, mental health.
Where you might find them
On Discord, Snapchat, TikTok and Reddit; living at home with their parents or in rented accommodation; working multiple jobs; in urban city centres; in constituencies such as Birmingham Perry Barr, Glasgow South, Luton North, Swindon North.
How they get their news
While many do not actively seek out political news, it often comes to them – either while browsing social media or referenced as part of discussion shows they might watch on YouTube for entertainment. They are much less likely to trust information from large media institutions, and more likely to believe information they see from social media users posting directly.







