According to The Sunday Telegraph, April 20, 2008, David Cameron, the Conservative Leader is channelling considerable resources into targeting people between the ages of 29 to 40. The Tories see this group of 3 million voters as being key to their success in the 2010 general election.

Research shows this group, often referred to as Generation X, to be a demanding and less forgiving than older generations. The Tories have identified that issues such as housing, transport, the environment, crime, education and the NHS are more relevant to Generation X than tax cutting pledges of the Labour Government. This may be so but David Cameron should well consider the core driving values of this Generation especially as all their literature is aimed at them. Generation X are highly suspicious of marketing especially political marketing and if the Tories want to connect with Generation X they will need to have an in depth understanding of the formative events that shape the attitudes, views and norms of this very dynamic and constantly changing Generation. Our experience shows that research is often already out of date before the ink is dry because once you define Generation X they have an uncanny knack of changing. Understanding their core values will help the Tories to predict these changes and connect with Generation X, a generation that is coming of age and reaching positions of economic and political influence.

To read the full article see The Telegraph