The British legislative elections of December 12 will be decided by the Workington Man, the key voter envisioned for the post-'Brexit 'era and may be undecided between the Conservative and Labor parties.
A study by the Onward Institute projects the voter who will decide these elections to be male, white, over 45, with no college education and who voted to leave the United Kingdom from the European Union in the 2016 referendum.
“The battlefields” of these elections, says the study “The Politics of Belonging” will be cities in northern and central England, with strong working class roots and working traditions such as Workington, Wigan, Wakefield, Castleford, Dewsbury.
Workington is a small historic town at the mouth of the Derwent River on the north west coast of England, and the main one in the Cumbria region, where eighteenth-century iron and coal mining contributed to the industrial revolution.
Until now, these rugby traditions have been loyal to Labor, but the political crisis offers an opportunity for the Conservative party to win some of these places and secure an absolute majority in parliament.
But realizing Brexit is not enough: According to the study, Conservatives need to go beyond the usual policies of cutting taxes and liberalizing the economy and investing in public services such as health, schools and social security.
“Boris Johnson needs to convert to what we call conservatism for the common good and offer voters policies that restore a sense of community and protection against the insecurities of modern life,” summarized Onward director Will Tanner.
Demographic stereotypes are a tradition in the British elections, dating back to the 1980s, when the so-called traditionally unskilled voter "Essex Man" helped Margaret Thatcher win three consecutive elections.
In 1997, Tony Blair's New Labor designed the campaign to win over both middle-class voter Mondeo Man and Worcester Woman, the most conservative Northern England voter, both with social and economic aspirations.
In the 2010 elections, David Cameron's Conservative Party pointed charges to 'Holby City Woman', 30- to 40-year-old female civil servants who enjoy soap operas, and 'Motorway Man', a middle-class man with large residences roadways.