"... just voting might start a process that leads to the parties taking them more seriously..."
We have been told that this is going to be a Mumsnet election, the parenting website whose users are principally affluent, ‘aspirational’ women in their thirties and forties concerned with ‘quality of life’ issues. They are the latest version of the classic ‘swing voter’ who lives in the kind of marginal constituency that now supposedly decide general elections - the Worcester Women for our own times, the British cousin of the American Soccer Mom. Since 1997 many other names have been coined for what is basically the same group of women. In 2005 Labour focused on the School Gate Mum. Last year the Conservatives said they would woo Holby City Woman. More recently Douglas Alexander referred to Take a Break Woman as critical to Labour’s fortunes in 2010.
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