Healthy, Mindful, Professional: Introducing the modern 'White Van Man'
03/04/2025 11:04 Share
Healthy, Mindful, Professional: Introducing the modern 'White Van Man'
Forget what you thought about the common tradesperson, today’s so-called ‘white van man’ has no time for wolf-whistling, sticking saucy images to the interior or leaving cigarette butts lying around, according to new research.
Instead, a study commissioned by Isuzu UK, found that an increasing number of British tradespeople prefer to practice mindfulness activities, keep their vehicle looking clean and indulge in healthy pastimes.
The commercial vehicle company carried out a wide-ranging survey of 2,000 British tradespeople to gauge the reality of their lifestyle and profession against an outdated stereotype that suggests they are better-known for drinking brews, eating pies and displaying misogyny.
In all, 79% of participants agreed that the stereotypes associated with ‘white van man’ are outdated.
The term ‘white van man’ has been in prevalent use since the mid-90s to describe the millions of men and women travelling the country in vans as integral members of the trade and commercial community.
Instead, the modern tradesperson prefers to partake in healthier, conscientious activities, including personal fitness – including yoga – recycling, reading, podcasts and using skincare products.
Some 36% of respondents said they care about the environment, while 33% say they always stick to the speed limit. Nealy a fifth say ‘milk and two sugars’ have been replaced by herbal teas, while podcasts, audiobooks and Radio 2 have replaced listening to local stations.
The tradespeople of 2025 also like to take pride in their work with more than half claiming the ‘clean me’ messages on filthy vehicles are an outdated preconception, as are the likelihood of finding some saucy images or litter stuffed into the parcel shelf. Instead, many suggest they keep their vehicles clean, arriving early and being presented professionally is crucial to making a good impression.
George Wallis, Head of Marketing at Isuzu UK, said: “It’s clear from the research that there is a new generation of tradespeople in the UK and they are not afraid to challenge people when they question it.
“It’s also fascinating to see that vans are becoming a beacon of change for the industry with many keeping them spotless and turning their backs on the traditional fuel powered vehicles in favour of electric so that they align with their environmental beliefs. Modern tradesmen can get the job done whilst making a positive difference for the environment.”
The research appears to reinforce findings made by Mercedes-Benz earlier this year that aimed to debunk the ‘white van man’ image by revealing almost half of van drivers have a higher education.
Meanwhile, a survey by Direct Line ranked the term ‘white van man’ as being considered more of a ‘British institution’ than the Royal Family, roast dinners or even a cup of tea!
MODERN BRITISH TRADESPEOPLE
1. Likes to keep fit – 44%
2. Recycles – 43%
3. Loves reading – 36%
4. Cares about the environment – 36%
5. Sticks to the speed limit – 33%
6. Listens to podcasts – 29%
7. Always arrives early – 29%
8. Has a degree – 29%
9. Has a skincare routine – 22%
10. Listens to Radio 2 – 20%
11. Has a beard trimmer – 20%
12. Drinks herbal tea – 19%
13. Likes designer clothes – 18%
14. Listens to audiobooks – 16%
15. Does yoga – 14%
16. Practices mindfulness – 13%
17. On the socials – 13%
18. Loves interior design – 12%
19. Drives an electric vehicle – 11%
20. Meditates – 10%
TOP TEN MISCONCEPTIONS AROUND TRADESPEOPLE, ACCORDING TO TRADESPEOPLE
1. ‘Clean me’ written on the exterior - 52%
2. Wolf whistling out of the window - 43%
3. Saucy images stuck to the interior - 41%
4. Empty junk food packets hanging around - 39%
5. Cigarette butts dotted around - 35%
6. Fluffy dice hanging from the rear-view mirror - 34%
7. Empty energy drink cans in the foot well - 28%
8. Empty crisp and chocolate wrappers on the floor - 28%
9. Cigarette lighters all around - 26%
10. Bobble heads on the dash - 22%
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