Is the White Van Man no more? How the working class group once sneered at by Emily Thornberry has radically transformed - and now prefer to be known as entrepreneurs who enjoy padel over the pub

Detailed summary

Almost 30 years since the phrase 'White Van Man' was coined, the working class stereotype once sneered at by a Labour MP has been given a modern makeover.

Published: 17:58 GMT, 15 November 2026 | Updated: 18:18 GMT, 15 November 2026

Almost 30 years since the phrase 'White Van Man' was coined, the working class stereotype once sneered at by a Labour MP has been given a modern makeover.

Van drivers in Britain are swapping pints, fry-ups and energy drinks for matcha lattes, protein shakes and overnight oats, new research has revealed.

Of over 1,000 drivers surveyed by Mercedes-Benz, two-thirds (64 per cent) believe they are healthier than previous generations.

Up to 21 per cent would opt for a matcha latte over builder's tea and 18 per cent would choose overnight oats instead of a bacon sarnie.

More than a third (36 per cent) would choose a protein shake over an energy drink, while almost a quarter (23 per cent) would have a protein bar over a sausage roll.

Seven out of ten (69 per cent) prefer to identify as entrepreneurs or business owners and over half listen to self-development podcasts between jobs.

Additionally, up to 57 per cent of van drivers are striking deals on the padel court rather than the pub, with 40 per cent making business connections through sport.

The research also found that image matters more than ever to this generation of van drivers with eight in ten agreeing a well-presented van can help cinch the deal.

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