Forget party loyalty, voters would rather flirt than marry | Anne McElvoy

With a complex and contradictory electorate, Labour and the Tories are both struggling to remain broad churchesIt used to be so easy. There was Worcester woman and her public-sector cousin Holby City woman – malleable creatures for strategists hunting for swing voters. Alongside was their male avatar, Mondeo man (a coinage timed just ahead of a major Mondeo sales slump). All of these were demographic types that election planners reckoned could be pulled over the line from Tory to Labour, o