General Election 2015: Parties must remember the 50-plus vote

The election with the most intriguing potential outcome has seen the dullest campaigning

It’s all in the detail; Ed Miliband with ‘Britain Can Be Better’ (AFP/Getty) (AFP/Getty)

That was manifesto week. A poll taken by The Sun last Friday found many of us already can’t remember what was in them – let alone, which party made what pledges.

Personally, I recall the Tories plucked £8bn (?) out of the air for the NHS but declined to say how they would fund it; and pledged a “right-to-buy” scheme for housing-association members, which the housing industry then slammed. Erm…

Labour said they would make some cuts, but less severe than the Conservatives. There was talk of a mansion tax, which is going to fund pretty much everything, except new housing. They would keep tuition fees, but reduce them, and keep Trident, with fewer submarines. Ed Miliband announced he would never press the nuclear button. Some deterrent!

The Greens would introduce a 60 per cent top tax rate. Ukip would have an instant referendum on EU membership, bring in a points quota on immigration and build 200,000 new homes. The Lib Dems? Sorry, I don’t remember a single pledge.

Oh, dear. The election with the most intriguing potential outcome has seen the dullest campaigning, amid endless media angst about persuading young voters to register.

But where’s the hand-wringing about 50-plus voters, 85 per cent of whom say we will vote?

So, what do we want? Tax incentives and education schemes to help re-employ the more than 1 million workers aged 50-plus who have lost their jobs since the recession. Government incentives to help the 50-plus age group set up our own businesses. New financial services products which would enable us to more easily get a mortgage.

There is so much more. A full, 50-point, 50-plus manifesto is available here, but these are not selfish demands. This age group simply cannot be entirely self-interested. We are the sandwich generation; caring downwards forever for our ever-poorer children and upwards for parents who are living longer.

We need serious policy initiatives that recognise the UK’s seismic demographic transformation.

Stefano Hatfield is editor in chief of High50