Voters in Makerfield rank the cost of living, declining high streets and public services as among the most important issues locally, with many also disillusioned by the political system and distrustful of politicians, according to new research.
The findings come from a focus group, shared exclusively with the Guardian, which was commissioned by 38 Degrees and carried out by JL Partners. The fieldwork took place roughly two weeks ahead of the byelection on 18 June, when the Greater Manchester mayor, Andy Burnham, is hoping to see off a challenge from Reform UK.
It polled 112 Makerfield residents, who were asked six open-ended questions, which included their views on areas and changes they wanted prioritised, whether politicians should be bold or cautious, as well as what their message would be to their new MP.
More than a third of people, across every party, age and gender, spontaneously brought up the cost of living when asked what changes would make life for them and their families better.
Respondents frequently mentioned the cost of household bills, food and fuel, lowering council tax, and the need for affordable housing, with one saying the cost of living needed to come down “so that we can afford to actually have a life”.
The fieldwork reflected current polling, which shows Burnham with a narrow lead over his Reform counterpart. Of the respondents, 31.2% were planning to vote Labour and 30.4% Reform UK. Both Greens and Conservatives were on 10.7%, with 3.6% planning to vote Liberal Democrat, and another 13.4% for other parties.
When asked what issues their new MP should prioritise, three in 10 talked about fixing the local environment and public services; including high streets, roads and potholes, and access to NHS services. Immigration was raised as a priority for the new MP by about one in eight, with the issue particularly pertinent among Reform voters.
The respondents also said they wanted to see boldness from politicians, because “what we are doing isn’t working”.
One female Reform UK voter, aged 55-plus, said she wanted to see “a better local high street which can thrive and support local farmers and businesses instead of barbers, vape shops and mini markets”.
A female Labour voter, aged 34-55, said her priority would be costs including council tax decreasing, “instead of continuing to go up, and costs of food and petrol”, adding: “I can barely survive.”
Another female Reform voter, aged 55-plus, said “immigration and local housing for local people and not immigrants” should be prioritised, “because all the social housing is going to immigrants and not our people who have been on the housing waiting list for years”.
“Makerfield was a great seat for Andy Burnham to choose as it’s a snapshot of the country in miniature,” Tom Lubbock, co-founder of JL Partners, said. “Voters here care about the cost of living and aren’t asking for the Earth; they want the high street to work, their bills to come down, and a politician who tells the truth and sticks around after polling day.”
Lubbock said Burham was “cutting both ways” in the constituency. “For some he’s a prime minister-in-waiting worth voting for, for others the seat is being treated as a stepping stone rather than a constituency,” he said.
Another key theme voters brought up was honesty from politicians and distrust in the political system in general. One male Labour voter, aged 55+, said he wanted to see “more honesty, less donations from wealthy business owners hoping to influence policy”, and also to see politicians “work for the voters rather than trying to increase their own wealth”.
“The party that convinces Makerfield it will actually do what it says, rather than say what it takes to win, is the one that wins here and nationally,” Lubbock said.
“Makerfield voters are sending a crystal clear message to whoever their next MP is: we are real people, not just numbers on a page,” Veronica Hawking, the campaigns director at 38 Degrees, said.
“Families here are under immense pressure from a relentless cost of living crisis, and they are completely exhausted by a political system they feel is broken and self-serving. Their feelings echo those of voters right across the country, who urgently want to see that politics cleaned up.”
She said that voters want “more money left at the end of month, better NHS services, and improvements to their local community”.
“And above all, they want an MP for Makerfield who they can trust, and who will deliver on their promises,” she added.
