Backbone Conservatives

Firmly conservative in their social and cultural views, strongly value farming and rural lifestyles, and supporters of the historic achievements and reputation of Britain in the world, and the most authoritarian of the segments, Backbone Conservatives, as their name would suggest, are core Conservative voters. They mirror the Labour-voting Progressive Activists on the left of the political spectrum in terms of their ideological focus and drive. 

Older, relatively well off, and relatively well educated, Backbone Conservatives are the most likely to say they are proud to be British.

The table below highlights what an ideal UK looks like for this segment, as well as the issues that are most important to them, the messengers they trust, and their preferred news sources.

Pride in being British across segments

Backbone Conservatives are the most likely to say that these days we seem to give an advantage to women over men (35%), are the most likely to agree that there is no point in going over the rights and wrongs of our history (81%) and that inequality is not a serious problem in the UK (46%).

Views on gender equality across segments

Backbone Conservative attitudes towards inequality and the British Empire

Although they recognise the divisions in society, they are the most likely to think we’ve been through divided times like this before (33%, compared to 27% average) or that we’ve been through more divided times before (10%, compared to 6% average). Linked to their  secure financial and social position, they are the second most likely – after the similarly optimistic Established Liberals – to feel part of a community. However, they feel less safe than Established Liberals, with the majority agreeing that the world is becoming a more dangerous place (90%, compared to 60% of Established Liberals). 

Confident, comfortable and proud of the country’s history, cultural heritage and the monarchy, Backbone Conservatives have relatively high trust in people (despite believing certain segments, such as immigrants, have a negative influence on society), and they are the most likely to say people in the UK are generally kind (79%, compared to 71% average) and people in my local area are generally kind (83%, compared to 75% average). 

90% of Backbone Conservatives give to charity (the second highest after Civic Pragmatists). They are most likely to say that Britain’s response to Covid-19 has revealed the best of human nature, sharing this optimistic take with Established Liberals, with more than two-thirds of Backbone Conservatives believing we look after each other.

In terms of their self-identity, this segment see themselves as respectful and hardworking, and believe people are responsible for their own choices and status in life.

With a pride and confidence in who they are and what the country has achieved throughout its history, they are optimistic about what the future holds, with 55% agreeing that the UK is headed in a positive direction (this is the only segment with majority support on this measure). 

Their ideal UK is hard working, honest and environmentally friendly, suggesting the potential to engage Backbone Conservatives constructively on climate change if the right approaches are taken.  

In keeping with every other segment, Backbone Conservatives recognise that human activity causes climate change, and agree that cutting carbon emissions is an opportunity to create jobs in the UK. They are not ‘climate sceptics’, and show some enthusiasm for and openness to the broad goal of living more lightly on the land, and in a more pro-environmental way. They are the most likely to agree that preserving the beauty of the countryside is a positive benefit of climate action.

However, a significant minority (34%) believe that climate change is part of the earth’s natural cycle and that human action is not to blame. This segment are sceptical of what they consider to be ‘environmentalist’ approaches, alongside a perception that environmental campaigners are ‘worthy’ or judgmental in tone.

Backbone Conservatives are much more likely to hold foreign governments responsible for causing climate change, with 50% choosing this option in their top three, compared to 33% overall.

For Backbone Conservatives, it is most important that, in efforts to reach net zero, the UK should work together with other countries to reduce emissions, to prevent basic costs from rising and to maintain economic growth. Retraining workers in the coal and gas industries is also important to them, as is ensuring that they themselves don’t have to change how they live – with an emphasis on the “have to”. Backbone Conservatives show an openness to change their lifestyle for environmental reasons, but it’s important that they retain individual freedom to make the choice.

While the majority believe environmental and economic outcomes are achievable and not mutually exclusive, Backbone Conservatives want to be sure that the country is economically healthy. They are unsure about whether net zero will be good for various aspects of society, including for the economy and the creation of new jobs. They express concern about cost, both monetary and otherwise, and are uncertain about how changes will be funded or implemented.

Perceived impact of net zero policies on the economy by segment. Data: Jan 2022.

In focus groups, Backbone Conservatives talked about ensuring that the UK is more independent in its energy supply. While some seemed open to the idea of oil exploration in the North Sea to ensure self-sufficiency, fracking was seen as a bad idea, as it would have too many negative side effects for people in the UK. Focusing on a well-planned transition to renewables could appeal to this segment’s desire for the UK to be energy independent.

Risk: While Backbone Conservatives generally find economic and environmental outcomes to be mutually compatible, there is a risk that they feel they have to choose between the economy and the environment.

Opportunity: Backbone Conservatives may respond well to sound economic and nation-growing arguments for net zero in maintaining the economy, seeking energy independence through renewables and retraining workers

Narrative recommendation: Policies that protect natural landscapes framed as a way of feeling proud of the British countryside will speak to Backbone Conservatives, who may also respond well to net zero policies that simultaneously protect the environment and the economy.

For Backbone Conservatives, fairness means treating everyone the same and everyone playing by the same rules. Backbone Conservatives are the most likely of all segments to want the same rules to apply to everyone, considering it unfair for there to be “one rule for them, one rule for us” between the government and ordinary people. This means rewarding hard work and closing loopholes.

Backbone Conservatives agree that, ultimately, everybody will be affected by climate change, while recognising that some groups of people, such as people on lower incomes or people living in flood-prone areas, will be more affected than others. Their examples largely draw on the UK context, and the international dimension of who might be affected more by climate change is only vaguely mentioned. In the international context, Backbone Conservatives largely believe that large polluting countries should do more to protect the environment, but that does not mean that smaller countries should not be doing their bit.

When discussing fairness, Backbone Conservatives tend not to consider whether special rules based on different needs are necessary, although they believe some situations require case-by-case judgement. For example, while the majority were open to paying some kind of flight tax (36% against), they raised concerns about ensuring that those on lower incomes were not left unable to travel while the rich continue to fly.

While Backbone Conservatives care about not being forced to change their way of life, many do express a willingness to voluntarily change their personal actions as long as freedom of choice is preserved. For example, many are willing to reduce their meat consumption for both environmental and health reasons (50% are open to eating less meat or already don’t eat meat), but they are against the government telling people to eat less meat and against the removal of meat options in public cafeterias.

Stated willingness to reduce meat consumption among Established Liberals, Loyal Nationals, Disengaged Traditionalists and Backbone Conservatives. Data: Jan 2022.

Despite being the most likely to own their own homes and despite comprising on average of medium-income households, the majority of Backbone Conservatives say they are unlikely or very unlikely to install a heat pump in their home in the next five years (59%). The main reasons they give are the cost of a heat pump (53%); that it would require too many other changes in their home (34%); and uncertainty and distrust around heat pumps as a new and unknown technology (26%).

• Make policies feel tangibly like they will improve daily life: talk about how policies will work practically, how the economy will be supported, and highlight the benefits these policies will bring to people’s daily life – rather than feeling like restrictions or a hardship. 
• Engage face-to-face: Backbone Conservatives would prefer to be engaged face-to-face in their local communities. Work with local messengers like farmers or small business people to talk about climate impacts and positive action already being taken. 
• Talk about protecting and valuing farming lifestyles while protecting nature: Show that British farmers can be supported alongside protecting the natural environment, and that these things aren’t mutually exclusive.

See the Seven segments 2024 overview here.

Backbone Conservatives are open to the idea of more community involvement and organisation in local climate programmes, however, they equally like the idea of a strong central government leading the way.

Backbone Conservatives are more relaxed about the pace of change. For them, tackling climate change is inevitable and it will be sorted out eventually.

As such, Backbone Conservatives will push back on anything that seems punitive or restrictive to themselves.

Backbone Conservatives say the government should prioritise issues such as ensuring availability of food, protecting our natural environment, expanding use of renewable energy and reducing air pollution. These are policies they perceive as making positive changes to their daily lives.

Backbone Conservatives favour electric vehicles as a solution. In focus groups, making electric vehicles more affordable and accessible seemed to be a policy Backbone Conservatives would support. Coupled with this, Backbone Conservatives see reducing carbon emissions from road travel as an important climate change related issue for the government to prioritise.

When looking at what is least important for the government to prioritise, Backbone Conservatives select issues such as reducing reliance and exploitation on oil and gas, reducing emissions from air travel, and encouraging other countries to take action. This is in keeping with this segment’s concerns around the economy, and restrictions placed on individuals.

Backbone Conservatives are the only segment to prioritise ‘supporting farmers to use nature-friendly practices, and (along with Civic Pragmatists) place most importance on ‘ensuring availability of food’.

In focus groups with Backbone Conservatives, there was support for farmers making decisions on their own practices as well as concern among the segment over the difficulty of growing crops as a result of climate change.

Backbone Conservatives would also be willing to pay more for local produce from farmers, linking to their concern for available food.