Workington man
Workington man is a political term used by polling companies in the United Kingdom. Named after the Cumbria town of Workington, the term was first used ahead of the 2019 general election. Workington man describes the stereotypical swing voter who it was believed would determine the election result.[1][2] Their support of the Conservatives in the 2019 election helped the party break the Labour Party's Red Wall of safe seats.[2]
The term was invented by Onward, a centre right think tank, with a Guardian article describing the characteristics of Workington man as a northern male over the age of 45 without a university degree, who enjoys rugby league, and who had previously supported Labour but voted for Brexit in the 2016 referendum.[3] The Financial Times described the term as "just the latest depressing political caricature".[3] The term is similar to political stereotypes used at previous elections, such as Worcester woman, who were thought to define the characteristics of a key target voter.[4]
Labour had held the Workington constituency for most of its 100-year history, with the exception being the period following the 1976 by-election, which saw a Conservative candidate elected against a backdrop of Labour in government at national level. Less than three years after this by-election victory, the seat returned to Labour at the 1979 general election. Going into the 2019 general election, it was seen as a key marginal seat for the Conservatives to win from Labour. On a 9.7% swing, it fell to the Conservatives on election night, marking the first time the seat had elected a Conservative at a general election.
In April 2023, a Labour Together report suggested the Conservatives' vote share among 'Workington man' voters has dropped, from 49% at the 2019 general election to 15% at present, with Labour's vote share among the group increasing in turn to 56%, a lead of 41 points.[5] Analysis by The Guardian said that should the level of support that Labour "currently receives from this group [be] mirrored on election day, Labour would win back every one of its 30 lost red wall seats".[6]
See also
- Essex man
- Worcester woman
- Holby City woman
- Soccer mom
- Reagan Democrat
- Squeezed middle
- Stevenage woman
- Yuppie
- Motorway man
References
- ^ "Tories win Workington for first time in 40 years". BBC News. 13 December 2019.
- ^ a b Miscampbell, Guy (18 December 2019). "How the Tories won over Workington Man". The Times. ISSN 0140-0460. Retrieved 18 December 2019.
- ^ a b Burrows, Tim (22 November 2019). "So farewell then, Workington man … we hardly knew you | Tim Burrows". The Guardian – via www.theguardian.com.
- ^ Cooper, Bob (30 October 2019). "What do Workington men think of 'Workington Man'?". BBC News.
- ^ "Red Shift". Labour Together. 2 April 2023. Retrieved 2 April 2023.
- ^ Savage, Michael (1 April 2023). "'Stevenage Woman' vital to Labour success at next election, analysts say". The Guardian. Retrieved 2 April 2023.
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