Have the antics of Sir Fred Goodwin and co finally driven a nail into the culture of business greed?

According to a recent study conducted by the Aspen Institute, MBA students are increasingly concerned about the role of business in society.

Got a dwindling budget and a real need for more business? Feel as if your advertising is simply putting your cash in other people’s pockets? Maybe you should think a little more about a sales letter.

They’re 20 million strong – hold 80% of the nation’s wealth, yet hardly anyone knows how to talk to them. Who are they? They’re the ‘older generation’, the ‘seniors’, or in more numerical terms, those over 50 years of age.