Insurance services website Vavo, which focuses on the over-45s market, has been taking the pulse of its 367,000 members for the general election campaign.
Over-45s, or “grey panthers” as they are known in the US, account for 40% of the British population. They have been keenly courted by the main political parties because they are more likely to vote than younger generations.
Vavo therefore invited its members to define what mattered to them most and discovered some not too surprising results.
Health, pension policies, political asylum, care in the community, home ownership, the EEC and the Euro all emerged as major concerns.
Funny that these issues also happen to have been the main campaign themes of the Labour, Conservative and Liberal Democrat parties during the past six weeks.
A coincidence, perhaps