The British people voted for Brexit for a variety of reasons. A literature is emerging that seeks to explain the outcome using the increasing amount of aggregate and individual data being generated. Less often considered is the impact those factors that shaped the referendum outcome might continue to exert on the debate about the UK’s future relationship with the EU. We argue that they will continue to weigh on political debates. The continued resonance of the Leave message militates against anything but what has come to be known as a ‘hard Brexit’.