The rise of new social movements indicates that:

people vote according to pragmatic issues and concerns
consumer identities are more important than class identities
personal, cultural and environmental issues can mobilise political consciousness just as much as economic interests
all of the above
all of the above  It is argued that there has been a recent process of dealignment, whereby political parties are no longer simply related to particular social classes; politics has become much more about debating issues and concerns that cut across traditional class divisions. Voters act as consumers, choosing rationally and pragmatically between parties on the basis of the causes they promise to address, and these may reflect personal, cultural and environmental issues as much as economic ones. In Habermas’s view, these issues represent the socio-cultural ‘lifeworld’ of particular groups, which are promoted by social movements either ‘defensively’ or ‘offensively’. 838-851

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