Sara scratches her head. Which of the groups on the list in front of her does she belong to? Is she a Progressive Activist, like 13% of the population? A Civic Pragmatist (also 13%)? A Disengaged Battler (12%)? An Established Liberal (12%)? A Loyal National (17%)? A Disengaged Traditionalist (18%)? A Backbone Conservative (15%)?

There is only one way to find out: she takes a deep breath and starts the online questionnaire.

The seven groups were identified by a think tankA research organisation focusing on a certain topic, such as climate policy or education. They often produce information used by businesses, governments and big organisations. called More in Common. It was set up after the tragic death of the MPMember of Parliament. There are 650 MPs representing people in different areas of the UK. Jo CoxThe MP for Batley and Spen from 2015 until she was murdered in June 2016 by a far-right terrorist., who was murdered during the 2016 BrexitThe UK's departure from the European Union. campaign by a man who objected to her support for Remain. It takes its name from a phrase in her maiden speechFirst speech. in Parliament: "We are far more united and have far more in common than that which divides us."¹

More in Common insists that although the seven have distinct identities, they often agree with each other in surprising ways.

Progressive Activists are very political and keen to fight injustice. Civic Pragmatists care about others but are fed up with politics.

Disengaged Battlers struggle to get by and believe the system is stacked against them. Established Liberals wish others well but are largely happy with the status quoA Latin phrase referring to the current or present situation..

Loyal Nationals are patriotic and angry about disparities in wealth. Disengaged Traditionalists believe in hard work and strict government. Backbone Conservatives are proud of Britain and optimistic about its future.

In 1990 the phrase "Essex Man" was coined, referring to working-class voters who had traditionally voted Labour but were won over to conservatism by Margaret ThatcherBritain's first female prime minister and the longest-serving prime minister of the modern era.'s policies. Six years later came "Mondeo Man", defined as a "house-owning, car-owning former Thatcherite voter disillusioned under John MajorMajor was the British prime minister from 1990 to 1997. ".²

Six months ago the Daily Telegraph came up with four groups of undecided voters. They were Stop the Boats Steve, who might defect to Reform; Retiring Rita, another home-owner disappointed by the Conservatives, who might not vote; well-paid, middle-class Toyota Tony, who might switch to Labour or the Liberal Democrats; and Remainer Ruth, who supported Labour under Jeremy CorbynA British politician who served as Leader of the Opposition and Leader of the Labour Party from 2015 to 2020. but might now vote Green or LibDem.

Last week The Guardian placed Retiring Rita firmly in the North of England and renamed her "WhitbyA seaside town in Yorkshire, northern England. Woman."

Do we need new parties?

Yes: Britain's two-party system is destructively divisive and completely new political parties are needed to represent people better. People today are often liberal on some issues and right-wing on others.

No: The existing parties are constantly changing their priorities and will continue to do so according to the political climate. Providing a competent government is far more important than ideology.

Or... What is really needed is proportional representationA voting system in which the winning party gets a proportion of parliamentary seats equal to its proportion of the vote.. That would mean that voters right across the political spectrum had a voice rather than just those who voted for the winning party.