“Stevenage Woman” who is socially conservative and previously voted Tory could hold the key to Labour victory at the next election, Keir Starmer has been told.
Think tank Labour Together suggested the party needed to win over this sort of voter to propel Mr Starmer to No10.
The group, formed from his 2020 leadership campaign, coined the personification to describe a key segment of the population Labour must appeal to at the next election in around 18 months' time.
Previous incarnations of vital swing voters include “Mondeo Man” in the 1990s and “Workington Man” in 2019.
"Stevenage Woman" is seen as in her early 40s, "a mother, in full-time work, struggling with stagnant wages and rising costs", according to Labour Together’s Red Shift report.
It added: "She's not seeking radical or dramatic change, but she is worried about her life today, the state of public services, and life in her town.
“She did vote Conservative in 2019, but she's leaning towards Labour now.
“But for her, as for so many others, the question she is asking is: what difference will it make to her family and her town?"
Labour Together director Josh Simons said two sets of voters will be "critical" at the next election, due by January 2025.
"The first, we know from 2019 - Workington Man held his nose at the last election and voted Conservative, because above all else, he hated everything Jeremy Corbyn stood for,” said Mr Simons.
"Now, he's been let down by the Tories and he's deserted them.
“Support in Red Wall seats like Workington is flooding back to Labour. But for Labour to get a strong, working majority, it needs to win another voter too - we call her Stevenage Woman.
"She's younger, struggling to get by, and wary of the incredulous promises that many politicians make. In 2019, the Tories and Labour were neck-and-neck with her.
"Now, she's voting Labour two-to-one. If Labour can keep, engage and mobilise her, they're on track for a large majority."
