Hearts, minds, votes: Voting demographics, social attitudes and values in the UK

I created this document as a personal project because I wanted to collect relevant data and to better understand how approaches to understanding social attitudes and moral values might influence framing and messaging. I hope you find it useful and welcome any feedback.


  1. Demographic overview
    Demographic data on recent voting and other trends
  2. Economic and social attitudes
    Opinion research data and attempts to segment by attitude
  3. Mapping values
    Approaches to understanding cultural and moral values 
  4. Beyond the segments
    Implications for framing and narrative

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Three things we learned about how people see the economy

Are we talking about the economy in completely the wrong way?

Framing the Economy is the largest ever study of how the British public understand the economy and how progressive organisations might communicate more effectively. The two-year project, run by NEF, the New Economy Organisers’ Network, the Frameworks Institute and the Public Interest Research Centre, included 40 in-depth interviews across the UK, 55 on-the-street interviews and a survey of 6,600 people.

Here are three things we learned…

Read the full article at New Economics Foundation.

Power to the people (of Preston)

What unifies the disparate measures that fall under the community wealth building banner is their potential to disperse power, wealth, and ownership away from centralized elites and into local communities. And while some of the steps can individually appear small and piecemeal – which is partly a strength as it means they can be put into practice right now – collectively they add up to something greater: a shift away from relying on the post-war social democratic model of taxing and regulating the economy to transforming ownership of the economy.

Read the full article at Next System Project.

Campaigning beyond our comfort zones

Cross-posted to Open Labour, 5/2/16

A recent report by Labour’s centre-right RedShift group on “reinvigorating Labour’s brand” calls for Labour to be more “surprising” and “counterintuitive”. An unnamed advisor is quoted as saying:

“We have to marry [resilient] Labour voters with a wider group by saying something surprising. Labour has not said anything surprising for eight years. We need to do something surprising. Genuinely surprising. I have not seen a Labour politician stand up and say something counterintuitive, surprising or brave for at least eight years. We have some kind of repetitive strain injury about calling the Tories rich toffs – I don’t think it makes a difference at all.”

Continue reading Campaigning beyond our comfort zones

Should we be less “radical” and more “sensible”?

First published in Compass, 7/7/15

Did Labour lose the election because it was too left wing? That’s become a standard explanation in right-wing newspapers and among some Labour commentators. But Hopi Sen – who sits on the right of the party and would be the first to complain about this sort of thing – has a different take:

Continue reading Should we be less “radical” and more “sensible”?

We need a new set of economic responses if we are not to be utterly defeated

First published in New Left Project, 11/5/15

Are you ‘Old Labour’ or ‘New Labour’? For ‘wealth creators’ or against them? A supporter of ‘aspiration’ or not? The whole debate around Labour’s future direction is being framed in terms that are obsolete or meaningless, or both.

Continue reading We need a new set of economic responses if we are not to be utterly defeated

We must find ways to devolve economic power

First published in openDemocracy, 22/4/14

The left’s love-in with devolution deepened with last month’s Compass-organised letter to the Guardian, signed by everyone from Progress on Labour’s right to Class on Labour’s left, alongside Greens and others. They may have been pushing at an open door in their call for Labour to devolve power. Both Ed Miliband and policy head Jon Cruddas have argued similarly in recent months, with Cruddas stating: “The real divide within Labour is no longer between left and right, but between those that centralise power and those that devolve it.”

Continue reading We must find ways to devolve economic power