An election looms and political parties are already talking ‘voter demographics’. Every few years, the wonks of Westminster pick a social stereotype and decide it represents a crucial group of swing voters. We’ve had Mondeo Man, Waitrose Woman and Pebbledash Person. Who will it be in 2024?
It could be Deano, a snooty term used to describe aspirational lower-middle class blokes. Deano is proud to own a new-build house, a car bought on finance and a perfect set of pearly whites. He has had a bit of a tricky time recently, watching interest rates shoot up. Deano might have once voted Tory from his Red Wall seat, although after that Liz Truss business, he’s not so sure.
If you’re thinking there can’t be too many Millies out there, spend ten minutes on Instagram
Can I be presumptuous and try to paint a slightly patronising portrait of a member of another group which both main parties seem already to be targeting, even if they haven’t yet given her a name?
She is Millennial Millie.
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