Hero voters: who should Labour target? with Chris Curtis MP & Deborah Mattinson

Labour won the 2024 general election in part by focusing on ‘hero voters’ – so called because they may have voted Labour in the past but felt the party had abandoned them. Now they risk losing them again – so how does Labour maintain their support?

Chris Curtis, Labour MP for Milton Keynes North and former pollster, and Deborah Mattinson, Labour peer and polling guru, join Tim Shipman to talk about how to appeal to this set of voters. Research suggests that voters from this group that are socially liberal are switching to the Greens, while the socially conservative voters are switching to Reform. What binds both groups though is a sense of economic insecurity, and both Chris and Deborah talk how Labour can build a strategy around appealing to their sense of fairness. Can you separate economic insecurity from values? How does immigration fit into the equation? And how broad a coalition can you build before it becomes unsustainable?

Plus: in 2026, what does it mean to be ‘working class’?

Produced by Patrick Gibbons.

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