05
English Traditionalists
Overview
English Traditionalists are the oldest of our segments, with most of the segment from the 'boomer' generation. They are, unsurprisingly, the most likely to be retired. Alongside the Patriotic Left, they are the least likely to be university educated. But they are less likely to be economically insecure and they are more likely to own their own home. They represent 18% of the electorate in England & Wales.
Who they are
What they think
English Traditionalists are forthright social conservatives. They favour stiffer sentences for criminals and are trenchantly opposed to immigration, believing it has had a negative effect on Britain's economy, society and life in general. On the economy, they sit fairly close to the centre. They are relatively split when it comes to increasing taxation to fund public services, though they are unenthusiastic about redistributing wealth
Who are they?
English Traditionalists are most represented in the East of England and the East Midlands. They tend not to live in city areas, instead living in suburbs, towns and rural areas. They represent about 18% of the electorate in England and Wales. They are the largest voter segment in Great Yarmouth and Sleaford.
Where are they?
The English Traditionalists are the oldest of our segments. Just 13% are under 34, whilst over a third (36%) are over 65. They are the most likely across the segments to be retired and one of the least likely to be university graduates. They are more likely to own their own home than the wider population.
What do they think?
English Traditionalists are forthright social conservatives. They favour stiffer sentences for criminals and are trenchantly opposed to immigration, believing it has had a negative effect on Britain's economy, society and life in general. On the economy, they sit fairly close to the centre. They are relatively split when it comes to increasing taxation to fund public services, though they are unenthusiastic about redistributing wealth.
What do they care about?
Concern about immigration is more widespread among the English Traditionalists than it is in any other segment, with 60% citing it as a top concern. They are far less likely than most to be concerned about climate change and the environment (12%). Unsurprisingly given their own financial situation, they are about as concerned as the rest of the population about the cost-of-living crisis. However, over time, less of this segment has become concerned with inflation and the cost of living, and more have become concerned about immigration.
How would they vote?
English Traditionalists have historically been consistent Conservative voters. Eight in ten (81%) backed Brexit, and 77% voted Conservative in 2019. Now, however, that figure has fallen below 50%. Labour's vote has nearly doubled, from 12% in 2019 to around 20% now. Notably, around a quarter (25%) of these voters don’t know who they would vote for. A small but significant group has also peeled away from the Conservatives to Reform UK.