10 September 2004
The NHS and crime are key areas of concern for older voters, says a report, which warns politicians that they ignore the worries of the over-45s at their peril.
Looking beyond the grey, published by Age Concern England, identifies six types of voter aged between 45 and 69 who could be crucial in determining the result of the next general election. According to the charity, the 'baby boomer' generation swung the election in Margaret Thatcher's favour in 1979 and did the same for Tony Blair in 1997.
The September 6 report, produced in conjunction with advertising agency TBWA London, sets out the issues that are most important to each voter group and the political party they most identify with.
Among the six groups singled out are the Healthy Wealthies, who are concerned about poor care provision for elderly relatives and identify most with the Conservatives. The Good-time Grafters, in contrast, are most concerned with crime, and identify mainly with Labour.
Given that older voters are twice as likely to vote as young people and more likely to switch their allegiance, Age Concern is urging politicians to take note of its findings.
Director general Gordon Lishman said the report should be essential reading for political leaders. 'If the political parties want to keep or attract their vote, they will need to make manifesto commitments that address older people's demands and concerns,' he said.
'They want to see policies that will make a real difference to their lives. The political parties have the chance to listen. If they fail to respond, they may be punished at the ballot box.'
PFsep2004
