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Dear friend,

We hope you’ve had a great week. It’s been very busy at More in Common as we’ve been launching our new report, Shattered Britain, and introducing our new Seven Segments of Britain. You should have received a newsletter about our report back on Monday, but in case you missed it, you can read more about it here, and take the quiz here to find out which segment you belong to.

In this newsletter:

• Sceptical Scrollers: A deep dive into Britain’s disillusioned digital natives
• Votes for 16-17 year olds: What do the public think about it, and what might it mean for the next election?
• The view from the focus groups: The new Seven Segments in their own words 
• How have the segments spent the summer so far? We asked Britons what activities they have done during the recent spell of good weather. 
• Finally: a new report by the Global Future Foundation using polling by us

To start with, in light of today’s news about 16-17 year olds being given the vote in the next General Election, I thought it might be interesting to talk more about our youngest segment, Sceptical Scrollers.

Sceptical Scrollers: Britain’s disillusioned digital natives

Among the seven new segments that shape our understanding of Britain in 2025, the Sceptical Scrollers stand out as a potential portend to the future. Younger (though not exclusively so), digitally fluent, and politically detached, this group is united less by ideology than by a scepticism of mainstream narratives - and a weariness that goes well beyond healthy cynicism.

Many came of age during the pandemic, a defining experience that left lasting impacts both on how they socialise and relate to the world around them. The pandemic, but also perceived wider failings in the social contract also shaped their relationship with institutions - the media, politicians, or even the NHS, Sceptical Scrollers often see a system rigged against them. 

As a result, they are more likely to find truth in social media influencers than in traditional broadcasters - and some flirt with conspiratorial thinking. They don’t just scroll sceptically. They scroll because they don’t see a meaningful way to change the status quo through conventional means.

That scepticism extends to politics. Just 10% of Sceptical Scrollers say they feel represented by any party. In 2024, nearly half didn’t vote - the highest abstention rate of any segment. Among those who did, Labour was the most popular choice. But a year on, many have drifted toward Reform UK - not out of strong attachment, but as an outlet for discontent.

This is a group that tends towards low institutional trust, low political engagement and, perhaps most concerning of all, low hope. Most don’t believe things are getting better and  also don’t believe anyone is going to fix it. They have a high tolerance for risk and chaos, because they think the status quo isn’t working - and so are not afraid of casting their vote for fringe or untested political parties and policies.

More in Common’s research shows that despite their disengagement, Sceptical Scrollers aren’t apathetic. They care about the world around them. But if politics continues to feel like it’s happening to them rather than for them, it risks losing a generation not just of voters - but of people who believe in the system at all.

Granting 16-17 year olds the right to vote is something that left-liberal politicians in the UK have been advocating for years, but the pandemic and rising apathy among Britain’s younger generations may throw a spanner in the works - a Sceptical Scroller is not a reliable voter for Labour or the Lib Dems, and might be more persuaded by more radical new parties on the left or in some cases the right:

Giving 16-17s the Vote: Not as Simple as It Seems

This week’s announcement that the government will extend the vote to 16 and 17-year-olds has triggered accusations from some that the move is a political fix. But our polling suggests the impact may not be as clear-cut as some expect.

Our research shows that younger voters are far from a guaranteed win for Labour - in fact, newer movements on the left and right are making inroads into this generation.

In June, when we tested support for a hypothetical party led by Jeremy Corbyn, it outperformed Labour among 18-26s by two points.

And while the change may increase turnout among a politically underrepresented age group, it also has consequences in the constituencies where margins are tight. Analysis of ONS data shows that in nearly 100 seats across Britain, the number of 16-17-year-olds exceeds the size of the MP’s majority in the 2024 General Election - including places like Bradford West, Birmingham Perry Barr and Blackburn, where Independent or Workers’ Party candidates gained ground last time.

Far from shoring up their vote share, 16-17 year olds are liable to eat away at Labour’s overall vote from both the left and the right.

That said, it's important not to overstate the impact. We are probably talking adding about 2% to the electorate when turnout is considered and as our modelling below shows, the impact on last year's General Election would likely not have been huge.

The view from the focus groups

Part of our work on understanding and developing our new segments was holding multiple focus groups with members of the public around the country. What they told us was essential for us to help understand the segments inside out and to use their own words to  paint a more vivid picture of what each of the seven look like.

Progressive Activists speak with both passion and exhaustion. They express a strong moral compass and are deeply motivated by causes related to social justice and equality, although many feel tired from fighting for progress while feeling let down by the political class they think has drifted to the right and is more interested in upholding the status quo. 

“Sometimes it can be negative even though it's informative because I've been told that I'm spreading negativity… Some people just, I think they don't want to hear it… So I try to limit what I post even though I feel quite strongly about stuff like Palestine and stuff.” - Maddie, Progressive Activist, East Dulwich

Incrementalist Left participants are wary of radical upheaval but still hopeful about gradual reform. Their trust in institutions is shaken, but not broken. They often speak about a desire for practical improvements in services such as housing and healthcare, and retain faith that Government could deliver.

“I like Keir Starmer. I think he is a good man amongst a lot of politicians who are not and I think he genuinely cares about all people in society” - Tamara, Incrementalist Left, Chester

Established Liberals often are the most optimistic about the country. They see the country’s problems as serious, but not unmanageable, and trust institutions and the rule of law. Many worry about rising polarisation, especially online.

“There wasn't internet 10 years ago. Kids used to play in the streets and meet their friends on their bikes and they might still do that, but most of them are all stuck on Snapchat and worried about being bullied online. And I just feel that there's more negativity with social media than there is positive.” - Jonathan, Established Liberal, Chippenham

Sceptical Scrollers, by contrast, are characterised by a sense of alienation and mistrust. Their political disengagement comes across clearly in focus groups - not because they don’t care, but because they feel the system has failed them. Many find mainstream politics irrelevant or self serving and instead turn to social media for a sense of connection or clarity.

“Post-Covid I am much more critical about what I read - now I want to do my own research because I don’t trust the government or doctors on everything” - Talia, Sceptical Scroller, Leeds

Rooted Patriots are proud of their communities and country but wary of change imposed from outside. Their focus was often more local - they wanted to see their towns thrive again, and they felt overlooked by London-based elites. There is a sense of resilience but also frustration.

“All this money is going on the immigrants - and I am compassionate about them, I do feel sorry for them, I'm not a horrible person - but I really feel like we need to look after our own people.” - Mel, Rooted Patriot, Bridgwater

Traditional Conservatives speak nostalgically about how Britain used to be. Focus groups revealed deep concerns about immigration, crime, and social cohesion. Many worry that traditional values were under threat, and see mainstream parties as having lost their way - but they remain hopeful Britain can get back on track.

“I just think that there is a very big lack of respect in the country for authorities mainly. Children have no respect for their elders these days... I was brought up with respect for my elders, but I'm afraid to say that's gone completely now" - Margaret, Traditional Conservative, Great Yarmouth

Dissenting Disruptors are united by a deep distrust of authority and a desire for radical and rapid change, in our social and political institutions. About a quarter of this group are actively opposed to democratic norms, the rest deeply dissatisfied and want radical change but still committed to them. Focus groups reveal anger and cynicism and feelings of being disparaged by elites, driven by what they understand to be the government’s failure to keep control - of immigration, of the economy, or of British identity.

“Now I've seen my tax rise and rise and rise, but I don't see it spent on anything decent. The roads are knackered, the town centres are knackered, the buildings are knackered, the people have had enough." - Damien, Dissenting Disruptor, Wigan

Segments and Summer activities

We asked our segments about whether they had partaken in the following activities in the past week. The results paint an interesting picture of each of them:

• Progressive Activists were the most likely to have complained that the weather was too hot, and to have used a fan or air conditioner in their home
• The Incrementalist Left (the most risk averse segment) were the most likely to have worn sun cream 
• Established Liberals (who work from home more than any other segment) were the most likely to have been able to finish work early to enjoy the weather
• Sceptical Scrollers were the least likely to have worn sun cream, and (unsurprisingly) the most likely to have gotten sun burn
• Rooted Patriots (many of whom live by the sea) were the most to have been bitten by an insect
• Traditional Conservatives were most likely to have mowed the lawn and drunk Pimms
• Dissenting Disruptors were least likely to have eaten a meal outside

Progressive Patriotism: a report by the Global Future Foundation

The Global Future Foundation has published an interesting report using our polling, making the case for a progressive form of patriotism and uses of terms like ‘Britain First’. You can read the full report here.

MIC in the media:

This week our Shattered Britain report found its way into articles by The Sunday Times, Metro, and The New Statesman, as well as opinion pieces by John Oxley in CityAM and Daniel Finkelstein in The Sunday Times. If you would like to hear me talking about our new segments, I spoke to Jon Sopel and Emily Maitlis about them on The News Agents this week - you can find a clip here or listen to the full episode here.

Thanks for reading! We’ll be back next week.

All the best,

Luke