Lara Prendergast Lara Prendergast

Meet Millennial Millie, the new swing voter


An election looms and political parties are already talking ‘voter demographics’. Every few years, the wonks of Westminster pick a social stereotype and decide it represents a crucial group of swing voters. We’ve had Mondeo Man, Waitrose Woman and Pebbledash Person. Who will it be in 2024?

It could be Deano, a snooty term used to describe aspirational lower-middle class blokes. Deano is proud to own a new-build house, a car bought on finance and a perfect set of pearly whites. He has had a bit of a tricky time recently, watching interest rates shoot up. Deano might have once voted Tory from his Red Wall seat, although after that Liz Truss business, he’s not so sure.

If you’re thinking there can’t be too many Millies out there, spend ten minutes on Instagram

Can I be presumptuous and try to paint a slightly patronising portrait of a member of another group which both main parties seem already to be targeting, even if they haven’t yet given her a name?

She is Millennial Millie. She’s aged between 26 to 35, and is a millennial, yes, but also a Blair Baby, a Spice Girl, a Groovy Chick. She was brought up to believe that the world would offer her so much if she worked hard. She graduated either just before, during or after the financial crash of 2008. Since then, she’s found the world a much more alarming place than anyone promised her it would be. She is entitled, cultured and more than a little naive. Her Veja trainers are vegan; her Ganni dresses sustainable. If you’re thinking there can’t be too many Millies out there, spend ten minutes on Instagram.

Her parents own a home; she doesn’t. Neither do many of her pals. Those who do have done so in large part because their family helped with the mortgage.

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