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Disillusioned Suburbans
Disillusioned Suburbans are not highly politicised and tend to take a balanced position on most issues, which sees them leaning towards conservatism on societal issues and towards the left on the economy. On social issues, they are positive about migration’s impact on society, though they don’t want to increase the number of immigrants. They believe in addressing climate change, but don’t want to harm the economy in the process.
Overview
Who they are
What they think
Disillusioned Suburbans are the largest of our segments, particularly well represented in the East of England, in London’s suburbs, and in the North East and West. They are young, economically insecure, worried about their finances, and unlikely to own their own home. They are mostly women and, while 75% are White British, they have the highest ethnic minority representation. They represent 22% of the electorate in England and Wales.
Who are they?
Disillusioned Suburbans are particularly well represented in the East of England, London’s suburbs, and in the North East and West. They represent the largest group of voters in Labour-Conservative marginals and are therefore a crucial voter segment at the next election. They are the most represented segment across most constituencies across the country, from Stevenage to St Ives to Penrith and the Border. In Red Shift, we brought them to life through the character of “Stevenage Woman”, a young mother struggling with the cost-of-living and disengaged by politics.
Where are they?
Disillusioned Suburbans tend to be young, with 37% aged under 34. They are economically insecure and unlikely to own their own home. They are mostly women and, while 75% are White British, they have the highest ethnic minority representation of any of the segments.
What do they think?
Disillusioned Suburbans are not highly politicised and tend to take a balanced position on most issues. This sees them leaning towards conservatism on societal issues and towards the left on the economy. On social issues, they are positive about migration’s impact on society though don’t necessarily want to increase migration levels. They believe in addressing climate change, but don’t want to harm the economy in the process. They are generally supportive of redistribution, but want tangible policies that will impact their life day-to-day lives.
What do they care about?
Like most of the country, Disillusioned Suburbans are most likely to cite inflation and the cost of living as a priority (55%). Along with Centrist Liberals, they are unlikely to be particularly concerned about immigration (17%). Of all the segments, they are closest to the average in terms of what issues facing the country they think need to be prioritised.
How would they vote?
Disillusioned Suburbans are the least politically engaged of our segments, with 40% not voting in the Brexit referendum. However, given their number, wide geographical spread, and presence in key marginals, their votes are extremely influential. In 2019, they backed the Conservatives by 44% to Labour’s 35%. Now they have thrown their weight behind Labour, with over half of those who would vote backing them, and less than a fifth backing the Conservatives. However, a large number of these voters remain undecided, and that figure has not changed for months. Likely to engage with political campaigns close to election day, how these voters behave on polling day could swing the next election decisively one way or the other.