Research divides voters into clans rather than class

Study: Breakdown offers ‘better guide’ to voting

Researchers have broken Britain’s population down into 10 “clans” with shared values and identities, which they believe are a better guide to voting than traditional class loyalties.

Instead of looking at voters as upper, middle or working class, BMG Research tried to work out the patterns of beliefs which explain the “deeply tribal and conflictual” nature of modern politics.

A set of 27 “golden questions” were used to find the opinions of 27,000 Britons on current issues.

They divided respondents into 10 “clans”:

Proud and Patriotic State (15%): In favour of wealth distribution and nationalisation, opposed to multiculturalism.

Common Sense Solidarity (12%): Support wealth redistribution and nationalisation. Comfortable with immigration, with mixed views on social issues.

Bastions of Tradition and the Individual (11%): Conservative on social issues, supporters of a small state, low taxes and the Royal Family.

Apathy (10%): Not interested in and disengaged with politics.

Notting Hill Society (10%): Pro-business, with modern views on the environment and social issues and traditional views on family life.

Global Green Community (10%): Combine socialist economic views with liberal stance on social issues and concern for the environment.

Strength, Agreeable and Respect (9%): Favour discipline, support an uncompromising state and strong defence.

Orange Bookers (8%): Liberal social views with centre-right views on the economy and free trade.

Modern Working Life (7%): Strong believers in hard work and social mobility and individuals’ responsibility for well-being. Liberal on the environment.

The Measured Middle (7%): Fairly liberal on equality issues, but opposed to open borders and multiculturalism.

BMG’s Michael Turner said the study helped explain “deep divisions in our society”.

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