The biggest shift, however, is not in circumstances but in attitudes. Millennials do not see voting as a duty, and therefore do not feel morally obliged to do it, says Rob Ford of Manchester University. Rather, they regard it as the duty of politicians to woo them. They see parties not as movements deserving of loyalty, but as brands they can choose between or ignore. Millennials are accustomed to tailoring their world to their preferences, customising the music they listen to and the news they consume. A system that demands they vote for an all-or-nothing bundle of election promises looks uninviting by comparison.