Asda's advantage

However, they need to remember that their statistics actually involve ordinary people. It's a point that was highlighted by Andy Clarke, the chief operating officer of Yorkshire supermarket giant Asda, when he unveiled plans to offer 15,000 youngsters the chance of "real" work experience.

To its credit, the store is re-investing some of its profits in the future. The approach will pay dividends if it produces the next generation of business leaders. But Mr Clarke's wider concern should not be ignored. While unemployment may not have reached the level forecast before the recession, the number of youngsters out of work is dangerously high and much more needs to be done to offer appropriate training and job opportunities.

Just because they're not likely to be the first people to cast their votes on polling day does not mean that this issue can be ignored. Quite the opposite. For when politicians talk about the future, this is the generation who they need to be addressing – and inspiring.