Who is the 'Workington man'? Think tank identifies key voter Tories will target to win election

Andy Wells
Freelance Writer
Boris Johnson needs to win over 'Workington man' to secure an election victory, according to a think tank (Getty)

With Britain getting ready to go to the polls in December, Boris Johnson will be hoping to secure a majority so he can get his Brexit deal through Parliament.

However, Tories will need to target traditional Labour voters from regional towns such as Workington in order to win outright, according to a think tank.

Right-of-centre Onward said "Workington man" will be a key swing voter for the Tories as well as the latest entry in a tradition of voter demographic stereotypes.

The group urged the party to target towns including Halifax, Warrington, Wigan and Workington in order to gain these key regional seats and win a majority.

Onward said the Tories will need to target the average "middle England" voter who is an older, white, non-graduate man from the North of England, with strong rugby league traditions and a tendency to vote Labour.

James O'Shaughnessy, a Conservative peer and former Downing Street director of policy, said: "For the Conservatives to win a majority at the upcoming general election requires a leap of faith by people who have never voted Tory before.

Tories will reportedly need to target traditional Labour voters from regional towns such as Workington to win a majority (Geograph)

"These voters are not nostalgic; they don't believe there was a golden age we need to return to. They're looking for change, but change that delivers greater security in their lives, not more exposure to the harsh winds of globalisation.”

Since the Workington constituency was created in 1918, the Conservatives have never won the seat as a result of a general election.

Tory Richard Page held the seat for three years following the 1976 by-election and has been the only non-Labour MP to ever represent the constituency which backed Leave in 2016.

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All parties will be looking to gain voters from their oppositions while maintaining holds on their existing constituencies at the general election.

The use of voter stereotypes as a targeting tactic dates back to at least Margaret Thatcher's repeated electoral wins in the 1980s where the working-class "Essex man" switched allegiance from Labour to the Tories.

In 1996, "Mondeo man" was singled out for Labour after then-leader Tony Blair recalled canvassing with a voter who owned a Ford Sierra car which was later superseded by the Ford Mondeo.

Margaret Thatcher's repeated electoral wins in the 1980s were put down to the working-class 'Essex man' switching allegiance from Labour to the Tories (PA)

"Worcester woman" was also targeted by Mr Blair's campaign during the 1997 election as a working-class mother who traditionally voted Conservative but would consider voting Labour if it improved her family's life.

Then there was the "Pebbledash people" for the Conservatives in 2001 - middle-aged professional couples who live in semi-detached, often pebble-dashed homes in the suburbs.

In 2003, former cabinet minister Stephen Byers urged Labour to reach out to the "Bacardi Breezer generation" of alienated 18 to 25-year-olds.

Both "Holby City Woman" and "Motorway man" were used in the 2010 election.

The former is a female voter in her 30s or 40s who works in the public sector, cares about social issues and leans towards Labour, while "Motorway men" are floating voters.

The December 12 election will be the third in three years and the first to be held in December since 1923.

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