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I get the impression that the Quiet Voter, aka small c conservatives's are not that politically attuned and it's more a case of perceived social values – i.e middle england traditionalism / individualism
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One person I know who said this recently (I was surprised) I would describe as progressive and socially liberal, very much not anti-woke. I think they are looking for what they see as economic prudence and relatively small government, although they would consider public services and social welfare essential. To me it doesn't make sense, but in their perception I think they are looking for 'decency' (not Conservative) and not ideology (not Labour). I think the people that historically voted Lib Dems probably fall into this camp more or less.
hoefla
I assume it's both. I think there are quite a lot of small c conservatives who dislike neoliberal economic values and want to see conservatism as a route to 'social good' not greed.
Edit: yes agree also the brazen corruption and lying is a turn off.