As the election looms just a week away, the pivotal role of female voters in shaping Britain’s next Prime Minister is under scrutiny. According to a prominent politics

professor, undecided women voters will be the primary target in the last days of campaigning.

With only seven days left until the General Election on July 4, political parties are intensifying efforts to secure every vote.

Professor Rosie Campbell from King’s College London highlights the significance of targeting women voters, noting their reliability at the polls even when undecided beforehand.

"Parties strategically target groups of women because our societal dynamics are still influenced by gender roles," Professor Campbell explained.

She emphasized that women constitute a majority of undecided voters who are pivotal in elections. Despite initial uncertainty, women are known for turning out in significant numbers on election day.

"As campaigns reach their final stretch, persuading these undecided female voters becomes crucial for securing electoral success," Professor Campbell concluded.

Since 2018, Professor Campbell has served as the Director of the Global Institute for Women's Leadership at KCL. Photo by secretlondon123, Wikimedia commons.