With just six weeks to go until the General Election our latest Mumdex report shows Asda mums could hold the key to the Election result.
Although eight in ten mums in our survey are planning to vote on May 7th, two-thirds of them say they don’t yet know who to vote for.
The publication of this latest Mumdex report is the start of a six-week Asda Mum election campaign – Your Mumdex, Your Election – which will put mums in conversation with politicians so they can ask them the questions that matter most.
Ten Asda Mums will head out on the campaign trail to interview senior politicians, take part in live hustings with MPs in store, blog about the big issues from the Election and take part in panel debates with the media and politicians. You can read their blogs here.
According to our poll of more than 13,000 mums, the key Election issues that matter most are the NHS (70%) the cost of living (65%) and education (42%). And the specific policies they want to see politicians focus on are easier NHS appointments; flexible working and reducing classroom sizes.
And it seems the older you are the more likely you are to vote – we found that although 87% of mums aged 55 and over are planning to vote, this falls to 61% for mums aged under 30.
Asda Senior Vice President Hayley Tatum said: "The Asda Mum is a major political force, making up almost a quarter of the electoral demographic, and a group of extremely engaged voters – the majority of whom have yet to make up their minds about who they will put their cross next to on the ballot paper.
“One thing is clear: it’s a vote for mum if politicians take note.”
See full report