He holds the traditional, selfish attitudes (held by the wealthier classes, particularly the older generation) that Priestley challenged (through the character of the Inspector). Priestley was concerned about the consequences of social inequality in Britain, and the disparity caused by wealth and class divide. He believed that what resulted from this were the very characteristics shown in Mr Birling (selfishness, exploitative tendencies, power lust etc.) Priestley wanted to encourage his audience to dislike Mr Birling and to see him as a fool - by rejecting the attitudes held by Mr Birling, Priestley's audience could lead a better life.