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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