Large, longstanding parent‑community forums (e.g., Mumsnet) function as concentrated, politically relevant cohorts whose topical discussions (schools, healthcare, household economics) and rolling internal polling can presage broader electoral shifts in Middle England. Because these sites blend pragmatic household concerns with civic conversation, changes there can reveal a collapse of mainstream party trust before national polls reflect it.
— If true, journalists, parties and pollsters should treat high‑traffic parent forums as an early‑warning indicator for swing‑demographic shifts and as a testing ground for messaging aimed at family‑focused voters.
Mary Harrington
2026.01.06
100% relevant
The article cites an un‑weighted Mumsnet voting‑intention poll (first time Reform ahead of Labour on the site) and The Times’ prior use of Mumsnet discussions to anticipate the 2016 Leave vote.
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