“If you’re not a liberal when you’re 25, you have no heart. If you’re not a conservative by the time you’re 35, you have no brain.” This iron law of conservatism, falsely attributed to Winston Churchill and countless others, has nonetheless held true for decades. But that appears to be shifting: not only have Tory millennials become an endangered species, but Brits are no longer moving to the Right as they get older. According to one recent YouGov poll. just 6% of 18-24 year olds would vote Tory if an election was held tomorrow, a figure that rises to a measly 10% for 25-49 year olds.
Two explanations are offered for this trend. The first has its roots in 2010. Since then, this theory holds, we have seen the end of Education Maintenance Allowance, the doubling of student fees, the growing inaccessibility of the housing market to those without inherited wealth, and, of course, Brexit. The under-50s neither voted for this Tory policy platform nor stand to benefit from it. They are unlikely to reward a party that appears to want to prolong their insecurity; their refusal to drift Right with age, then, is a result of their material conditions.
The second explanation is longer term and comes down to shifting values. Its roots are much deeper, dating back to the battle for Hampstead during the general Election of 1966, when the north London constituency returned a Labour MP for the first time. “In an earlier era, it would have been unthinkable that Labour could win so middle-class a seat,” writes the geo-demographic expert Richard Webber in The Predictive Postcode. In the 50 years since, “there has been a huge growth in the size, confidence, and influence of this particular geo-demographic group. A radical minority, once fabled for its eccentric habits — shopping at Habitat, reading Private Eye, wearing sandals, eating muesli, and supporting human rights — … has now come to dominate large swathes of inner London.”
The academic study of values looks at the underlying motivations and unmet psychological needs which drive individuals across societies. A range of different models exist, but all identify a similar long-term pattern: as economies grow and education levels rise, the values of the population edge towards some variation of “post-materialism”. This term was coined by Ronald Inglehart, founder of the World Values Survey, to describe the tendency to prioritise principles such as self-expression and personal autonomy over financial considerations. The 1966 Hampstead result was an early indicator of post-materialist values taking root in the UK, and since then, they have become far more widespread.
What does this shift mean in practice? Those with post-materialist values often place ethics and inner fulfilment ahead of more obvious economic interests at the ballot box. Their values are expressed through concerns about equality, freedom of speech and the environment; through a dedication to larger-than-self causes and to internationalist or universalist ideas about national borders; and through a tendency to agree with statements along the lines of “ideas are more important than money”.
The idea here is not simply that everyone who reaches a certain level of resource security will immediately move towards post-materialism. People’s values are rooted in both psychology and life experiences, and they change only slowly, over time. A pensioner raised in an era of poverty and rationing may see politics in terms of protecting and conserving resources, despite now having the material security of home ownership. Conversely, a graduate who has spent their formative years in social circles which emphasise ethics and freedom of expression will usually retain these values, even as they struggle to pay the rent.
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