Squeezed Stewards: Frustrated, Volatile and Ready to Listen

The Squeezed Stewards

'You've lost the dressing room' sums up the feeling of these disenchanted voters – the Squeezed Stewards – who've given up on believing Labour can deliver the change they want.

In many ways they encapsulate the problems Labour faces in the run up to the next general election.

They have abandoned mainstream political parties out of a belief that the politicians they previously voted for lack the ability or the will to tackle the issues that matter.

Rightly or wrongly, they care about immigration – it is their number one concern. Nearly 90% of this group think migrants don't do enough to integrate and 97% think that an increase in migration has put more pressure on public services such as schools and hospitals. Both figures are the highest among Reform voters.

Only one in four Squeezed Stewards say they think Britain should be multicultural, although 58% say that they like mixing with people of other ethnicities, religions and backgrounds in their local area.

Squeezed Stewards might like the way Reform are plain-speaking about the world's problems although they might be uneasy with extremism in the ranks.

If this group continue to decide immigration is the key electoral issue, it may be hard to persuade them to move away from Reform. But there is hope – not least because of their voting history. Although half of this segment voted for Reform in the last general election, a significant 86% have switched their vote at some point since the 2019 General Election (mainly from the Conservatives but a large number from Labour in 2024). This high rate of volatility suggests they might be willing to hear other parties out.

One interesting area that may be worth pursuing is around climate and the environment.

The Squeezed Stewards are significantly more likely to see the climate as something relevant to their lives – 99% agree that climate change poses a threat to themselves and their families, and 82% agree that climate change is caused by human activities.

But their interest is nuanced and they are also concerned about the economic cost of net zero. Their interest in regulating water companies to clean up rivers, lakes and seas in the UK (64% support this policy) suggests an interest in climate from a homegrown perspective, focused on nature and conservation.

Although not a top three priority for them, perhaps nature can be used as an immediate wedge between this group and Reform where the party is weak locally. Drawing connections between the cost of living and health and climate is crucial if we are to get the Squeezed Stewards' softer views on climate to marry up with the issues that they feel the most strongly about.

Fighting on climate denial might not work but the Squeezed Stewards might be open to hearing about the opportunities provided by the green energy transition such as lower energy bills, job opportunities and training.

Economic policy also offers opportunities to engage with this group. In the survey Squeezed Stewards were most supportive of rent caps and a new tax for the wealthiest in the country, indicating they are on side with some of the progressive left's key policies.

The NHS is also in play for this group – 78% say it urgently needs more funding and the Government should increase its budget, by far the highest of Reform voters and almost identical to the national average. Like other groups, combined with tax rises and the risk that healthcare is no longer free at the point of use for everybody, this issue has potential to upset this group.

It means there are many issues where Squeezed Stewards could more naturally fit with other parties. But the question remains whether a commitment to the environment or public services prevail, or whether the influence of anti-immigration rhetoric binds them to the Reform cause.