‘It’s not really a meritocracy we live in. The people who have privilege to begin with are far more likely to end up in their dream career.’
Sally, 29, South East England
Progressive Activists are highly-educated, urban, and more likely than any other group to be in work. They think globally and are motivated to fight inequality and injustice. Their sense of personal identity is connected to their strong political and social beliefs. They are often supporters of Labour, the Greens and, in Scotland, the SNP. They like to take part in debates and have their voice heard. They are far more active in posting about politics on social media than any other group, and are big consumers of news from many sources, with The Guardian newspaper a big favourite.
Top priorities: Climate change, the economy, inequality
Compared to other groups: