You can tell who people vote for just by looking at their shopping bags

Are we really that obvious in our ways? It appears we are.

Share
Related Topics

In a country fascinated by ‘class’ and social demographics, politicians might consider working towards ridding our obsessions with categorisation; instead they ardently group us, almost encouragingly so, to judge feelings among the electorate. It is they, along with Channel 4, who seem most concerned with segregation.

This was displayed recently by Labour’s Caroline Flint, who told the Winning With Women conference that ‘Worcester Woman’ was turning into ‘Aldi Mum’. Basically Dawn down the road – the one with the Audi A3 who hosts makeup parties and always gets her Caribbean holiday snaps out from three years ago.

One of the key tools with which to pinpoint the nation is the Supermarket Sorter. Yes, we are a nation defined by which store we shop at. Perhaps it’s the easiest way to determine and to judge. And it works, probably. I doubt very much Emma Watson shops at ASDA.

But we don’t really need to predict. Many of our celebrities have further reflected the UK’s broadcasting of food buying division. Jamie Oliver championed Sainsbury’s for so long, apparently one of the more ethical. Kerry Katona used to try and make us host parties adorned with frozen spring rolls and mini pizzas from Iceland.

I find it funny though that sectioning society off is that simple. Are we really that pointed, obvious in our ways? It appears we are.

It was funny to read a prominent MP paint our lives basing so much on where we go shopping. I imagine she had a good time writing a social story after spending a morning standing outside the budget store (almost certainly didn’t go in though): "Price-conscious, financially insecure, struggling with rising food costs and soaring energy bills, Aldi Mum is an unashamed bargain-hunter who stocks up on the basics at the supermarket but opts for Aldi for the Parma ham and prosecco." It’s like a Harry Enfield sketch.

In a world where many ignore fair trading and quality to enjoy Friday night German-Italian banquets, we are only amplifying where our allegiances lie more. And as a result politicians are coming up with increasingly ridiculous, yet arguably correct analyses of potential voters. I thought I’d help out a bit by finishing it all off:

'Working class'

‘Jamie’s Iceland Enemy’ – they’re struggling. They might have a nice TV, but they eat dinner out of polystyrene. VOTE: Labour

‘Proudly Morrisons’ – traditional, hard-working and sensible. It’s always been the simple, decent Market Street for them. VOTE: UKIP or Labour

‘Ocado Dreamer’ – not quite as pushed for cash, but still hard up. They shop at ASDA on the sly but talk about recent Ocado purchases, consisting mainly of novelty items, on Facebook. VOTE: Recently Conservative.

'Middle Class'

‘ALDI Mum’ – as described by Caroline Flint. VOTE: Going back to Labour?

‘WAW (Won’t Abandon Waitrose)’ – also feeling the squeeze but refusing to let go of times past. Clearly still okay for money and not as hard up as ALDI Mum – but a main shop at Sainsbury’s, or even Tesco, and ‘topping up at Waitrose’ could be seen as a little desperate. VOTE: Lib Dem or Conservative

‘Food porn at M&S’ – dining on Heston Blumenthal’s delightful tea smoked salmon and sipping his tea-infused gin, they have no problems. They escaped the pinch because they’re probably 10 years older than WAWs. Or worked that little bit harder at university?  VOTE: Conservative

'Upper class'

‘Harrods, dahling’ – perhaps using the likes of M&S and Waitrose too, they frequent Harrods as often as most of us go to Pret. Duck pâté and quail's eggs are not a special treat, they’re a necessity. VOTE: “We don’t, dear; we’re in Bordeaux on a vineyard tour.”

React Now

Latest stories from i100
Have you tried new the Independent Digital Edition apps?
SPONSORED FEATURES
iJobs Job Widget
iJobs General

Recruitment Genius: Senior Environmental Adviser - Maternity Cover

£37040 - £43600 per annum: Recruitment Genius: The UK's export credit agency a...

Recruitment Genius: CBM & Lubrication Technician

£25000 - £27500 per annum: Recruitment Genius: This company provides a compreh...

Recruitment Genius: Care Worker - Residential Emergency Service

£16800 - £19500 per annum: Recruitment Genius: Would you like to join an organ...

Recruitment Genius: Senior Landscaper

£25000 - £28000 per annum: Recruitment Genius: In the last five years this com...

Day In a Page

Read Next
Labour's Jeremy Corbyn arrives to take part in a Labour party leadership final debate, at the Sage in Gateshead, England, Thursday, Sept. 3  

Jeremy Corbyn is here to stay and the Labour Party is never going to look the same again

Andrew Grice
Serena Williams  

As Stella Creasy and Serena Williams know, a woman's achievements are still judged on appearance

Holly Baxter
The long walk west: they fled war in Syria, only to get held up in Hungary – now hundreds of refugees have set off on foot for Austria

They fled war in Syria...

...only to get stuck and sidetracked in Hungary
From The Prisoner to Mad Men, elaborate title sequences are one of the keys to a great TV series

Title sequences: From The Prisoner to Mad Men

Elaborate title sequences are one of the keys to a great TV series. But why does the art form have such a chequered history?
Giorgio Armani Beauty's fabric-inspired foundations: Get back to basics this autumn

Giorgio Armani Beauty's foundations

Sumptuous fabrics meet luscious cosmetics for this elegant look
From stowaways to Operation Stack: Life in a transcontinental lorry cab

Life from the inside of a trucker's cab

From stowaways to Operation Stack, it's a challenging time to be a trucker heading to and from the Continent
Kelis interview: The songwriter and sauce-maker on cooking for Pharrell and crying over potatoes

Kelis interview

The singer and sauce-maker on cooking for Pharrell
Refugee crisis: David Cameron lowered the flag for the dead king of Saudi Arabia - will he do the same honour for little Aylan Kurdi?

Cameron lowered the flag for the dead king of Saudi Arabia...

But will he do the same honour for little Aylan Kurdi, asks Robert Fisk
Our leaders lack courage in this refugee crisis. We are shamed by our European neighbours

Our leaders lack courage in this refugee crisis. We are shamed by our European neighbours

Humanity must be at the heart of politics, says Jeremy Corbyn
Joe Biden's 'tease tour': Could the US Vice-President be testing the water for a presidential run?

Joe Biden's 'tease tour'

Could the US Vice-President be testing the water for a presidential run?
Britain's 24-hour culture: With the 'leisured society' a distant dream we're working longer and less regular hours than ever

Britain's 24-hour culture

With the 'leisured society' a distant dream we're working longer and less regular hours than ever
Diplomacy board game: Treachery is the way to win - which makes it just like the real thing

The addictive nature of Diplomacy

Bullying, betrayal, aggression – it may be just a board game, but the family that plays Diplomacy may never look at each other in the same way again
Lady Chatterley's Lover: Racy underwear for fans of DH Lawrence's equally racy tome

Fashion: Ooh, Lady Chatterley!

Take inspiration from DH Lawrence's racy tome with equally racy underwear
8 best children's clocks

Tick-tock: 8 best children's clocks

Whether you’re teaching them to tell the time or putting the finishing touches to a nursery, there’s a ticker for that
Charlie Austin: Queens Park Rangers striker says ‘If the move is not right, I’m not going’

Charlie Austin: ‘If the move is not right, I’m not going’

After hitting 18 goals in the Premier League last season, the QPR striker was the great non-deal of transfer deadline day. But he says he'd preferred another shot at promotion
Isis profits from destruction of antiquities by selling relics to dealers - and then blowing up the buildings they come from to conceal the evidence of looting

How Isis profits from destruction of antiquities

Robert Fisk on the terrorist group's manipulation of the market to increase the price of artefacts
Labour leadership: Andy Burnham urges Jeremy Corbyn voters to think again in last-minute plea

'If we lose touch we’ll end up with two decades of the Tories'

In an exclusive interview, Andy Burnham urges Jeremy Corbyn voters to think again in last-minute plea