We are an aspirational, not especially ideological people who want to better ourselves, live well and help our families. We want to earn and consume more, own our homes, enjoy better health and look after our children; we profoundly dislike criminals and terrorists and wish to feel that we have control over the political decisions taken on our behalf.He is talking here about British society. Is this still true of the angry majority of the Scottish electorate? Perhaps not, but it does describe the English electorate well.
This tendency to the individualistic, says Heath, has been accelerated by the digital revolution - as Douglas Carswell has been stressing for years.
But this change in Labour isn't going to happen any time soon. Their party workers and their union paymasters are heading in the opposite direction. They may be more interested in fighting for what they believe in than in winning power any time soon, but that's their privilege. As Benn used to say in the last century, voters will tire of the Tories in the end: keep the faith and - in the end - we will be elected with our left wing blueprint.
Nor is our own new Labour constituency Labour MP in the consumerist mould. He proclaims his belief in Socialism (and is a former BBC reporter, so I believe him).
UKIP could of course take this consumerist approach. But UKIP's not sufficiently nimble, held back as it is by the limitations of its leader (sharply shown up in the last general election).
So who will become the consumerist party? If someone slips Allister Heath's piece into George Osborne's reading, look for this approach in a party manifesto at the next election.
The manifesto of the Conservative party.