Reveal your car and I’ll predict your voting choice

In a groundbreaking study conducted by Catherine Ouellet, a professor at the Université de Montréal, it has been revealed that our lifestyle choices can actually provide insights into our political preferences. Ouellet’s research focused on the 2022 Quebec general election and examined the relationship between lifestyle attributes and voting choices for three prominent political parties in Quebec: the Conservative Party of Quebec, Québec Solidaire, and the Quebec Liberal Party.

The study involved participants selecting lifestyle and sociodemographic attributes that they believed corresponded to supporters of each political party. Ouellet then analyzed the actual relationship between these attributes and voting choices using data collected through the Datagotchi app, which she co-created. The results were fascinating and shed light on the connections between lifestyle and political leanings.

According to Ouellet’s findings, certain lifestyle choices were strongly associated with specific political parties. For example, driving a pickup truck, engaging in outdoor motorized sports, and hunting were indicators that someone may support the Conservative Party of Quebec. On the other hand, opting for lattes over filter coffee was a trait more commonly associated with left-wing parties like Québec Solidaire. Interestingly, visiting museums and galleries emerged as a key predictor of voting for Québec Solidaire, showcasing a strong alignment between stereotypes and real-life correlations.

However, the study also highlighted the complexity of predicting the political preferences of Quebec Liberal Party supporters. Apart from motorized sports, no other lifestyle attributes studied were strongly linked to Liberal voters. This suggests that Liberal supporters may not fit into a specific stereotype based on lifestyle choices.

Ouellet emphasized the significance of these findings, stating that certain lifestyle attributes can indeed provide accurate insights into a person’s political leanings. She attributed this connection to psychosocial factors, noting that people tend to associate with others who share similar characteristics and values. This shared worldview can influence political attitudes and preferences, creating micro-level groups of like-minded individuals.

Furthermore, Ouellet pointed out that in today’s digitally-driven world, where ideological polarization is on the rise, the link between lifestyle and politics is becoming more pronounced. She expressed interest in exploring this connection in other cultural contexts, such as the United States and Japan, to see if similar patterns emerge.

Overall, Ouellet’s study underscores the intricate relationship between lifestyle choices and political affiliations. It suggests that our everyday decisions, from the type of coffee we drink to the activities we engage in, can offer valuable insights into our political beliefs. As we navigate an increasingly polarized political landscape, understanding these connections may provide valuable insights into voter behavior and societal trends.