Standard Life is to target its younger members, as it tries to achieve the 75% support it needs to proceed with demutualisation later this year. They have found that those in the 25 - 35 year old group are the least likely to vote either way following a special general meeting set for May this year, concerning demutualisation. Research carried out on behalf of the provider showed that, for votes on financial services issues, only 43% of those aged 25 to 35 would vote, compared with 79.9% of those aged 65, from the same region. A marketing campaign has been launched that sees Standard Life promise windfalls of between £500 and £1,000 for younger members, and draw comparisons with reality TV votes from this age group with no financial gain. Standard Life are hoping that by relating themselves to the reality TV shows such as X Factor and Big Brother, they will entice younger people to vote, as it costs nothing, unlike the TV shows, and they are giving a incentive in the form of a windfall payment.
Our view:
This is up to you - if you want a windfall - you need to vote.