Article by Asa Bennett
"Major businesses are already stepping into the fray, with Goldman Sachs donating a "six-figure" sum to the In campaign. JP Morgan is soon to follow. Eurosceptics may baulk at Mr Cameron's Davos plea, with Fraser Nelson expressing unease in today's paper about the Prime Minister "cosying up" to big business, but the polls show that voters will listen to what business leaders – particuarly those who represent recognisable names – think about EU membership as they make up their minds. This is why the In campaign is so proud of figures like Richard Branson, while Out campaigners try to court vacuum cleaner mogul James Dyson, whose products have made him a household name.
YouGov explored this last November when they asked voters how the business community could sway their voting intention. Their sample of 4317 British adults was evenly split on Europe, with both Leave and Remain attracting 41 per cent support. But when asked to imagine how they would vote if "many senior British business figures came out against Britain leaving, warning it would cost jobs and damage the economy", Remain shot up and gained an eight point lead."