Women & the Vote
Since being able to vote, some 100 years ago, women are fickle when it comes to who they vote for. Women tend to care more about issues than personalities. Polling by MORI in 2005 found that 78% of women believed they looked for different things to men when choosing a political party, consequently if a party wants to win a general election - it must have a wide range of policies that take the women's prospective into account - and at all ages.
It's a fact that the women's vote has swung every election for the winning party since 1945 and in the all political parties realise this (to different extents and reactions): We all remember Worcester Woman in the 1997 election, which was crucial for Tony Blair, and the School Gate Mums of his 2005 campaign.
Although the Worcester Woman and School Gate Mum's votes are vitally important, there are 8.8 million voters, 75% of whom are guaranteed to turn out at the ballot box and represent a fifth of the electorate. Such a large portion of the electorate cannot - and must not - be ignored. These are the 55+ women "silver-swingers". And a party ignores them at their peril!