In Chapter 2, we trace the demographic developments that have driven both the rise of new ‘identity liberal’ electorates and the decline of the formerly dominant ‘identity conservative’ group. Educational expansion has opened universities, formerly the preserve of a small elite, to the masses. Migration and rising ethnic diversity have dramatically increased Britain’s ethnic and cultural diversity. The combined effects have transformed the typical experience of a young person growing up in Britain. A typical citizen growing up in the 1950s had little prospect of attending university and had little or no contact with people with different ethnic or religious backgrounds. But her granddaughter growing up in the 2010s knows a society where ethnic and religious diversity are a part of everyday life for most young people, and university was an experience enjoyed by the majority of her peers. The generational structure of both these changes and hence of the identities and values associated with them, drives the third demographic trend: growing generational divides. Finally, we show how the geographical distribution of the different demographic groups adds to the electoral polarisation between identity conservatives and identity liberals, who not only think differently, but also increasingly live apart from each other.