The logic for the government’s focus on this area is simple: the numbers of over 65s in the UK will more than double in the next 25 years. The financial consequences of this demographic time bomb are stark; spending on social care will need to triple over the next two decades to keep pace with the greying baby boomers.

The government’s proposals are centred on intervening earlier so as to reduce demand on intensive hospital services; empowering individuals with more information so they can select their own care; establishing national minimum standards; and putting a financial cap on what individuals are expected to pay towards their own care.

A particularly interesting aspect of the government’s proposals is the emphasis on changing how and when the state intervenes. There has been a growing recognition over the last few years that the government currently intervenes too late and that this is both more costly for the State and harmful to the individual.

For example, the cost of treating a fractured hip costs the NHS £28,000 – five times the cost of adapting a home with adequate mobility products that would potentially prevent an accident or fall occurring in the first place.

Recent research conducted with the London School of Economics’ Personal Social Services Research Unit in partnership with the British Healthcare Trades Association underlines this point. According to their investigation, for every £1 spent on adaptive technologies in the home, there could be a net benefit to the taxpayer of £1.10. With 568,000 people over 60 requiring an adaption in the home, if this need was met in full there would be a net benefit of £625m.

More importantly, individuals would have more access to the preventative technology that can enable them to live fuller, more independent lives within their homes, as opposed to a hospital or care home. Beyond all politics and squabbles over funding, this should be the main driver for government.

Yet despite the Health Secretary, Andrew Lansley declaring that his White Paper represented “the most radical reform of the social care system in 64 years”, and nobody – Labour or Conservative – doubting the progressiveness of the reforms, there is still one outstanding issue: funding.

The decision on funding will fall to the Chancellor in the 2014 spending review – meaning the vision is effectively not fully costed. At a time of recession and government austerity this is clearly a big issue.

Let’s hope Lansley and Cameron have the vision to solve the funding issue and provide the foundations of a system fit for purpose – now and in the future.

Silver Marque was formed in 2009 by Ten Alps, a marketing communications agency, and over the last three years the Silver Marque members have shared best practice in marketing and customer service and a common work ethic in treating the customer fairly.

All the companies involved have extensive experience working with older people and have developed products and services specifically to make the later years in life easier and more enjoyable. The Silver Marque Blog has been created to be a central hub of information that supports the elderly in the areas of mobility, finance, lifestyle and leisure, offering advice and insight.

The 13 committed partners behind Silver Marque are: Cosyfeet, Golden Charter, Helping Hands, Hidden Hearing, Just go! Coach holidays, Key Retirement Solutions, Mangar International, Newbury Building Society, Premier Bathrooms, Serious Readers, Stannah, Ten Alps and Willowbrook.

As experts in their areas, the Silver Marque partners will be on hand at www.silvermarque.co.uk to give insight into the issues of concern and interest to the over 50s.

Sam Allen, director of Silver Marque, said: “The partner companies, whose reputations and businesses rely on dealing with customers in a respectful and honest way, want to listen, communicate and provide added value to their customers. The Silver Marque blog is also a great opportunity for mature customers to voice their opinions on pertinent topics that matter to them.”

Patrick Stannah, joint managing director of Stannah Lift Services, said: “We are delighted to be working with our partners to launch the Silver Marque blog. We hope the website will become a trusted source of information for older consumers and give them clearer insight into many of the issues affecting them.”

Darren Cole, group marketing manager at Willowbrook, said: “As a company of strong values and customer service, it’s great that Willowbrook can work with other like-minded companies through Silver Marque. Working together and advising in our specific areas of expertise, we can benefit the consumer and spread advice and knowledge while marinating the strong ethical values to make a positive difference to the over 50’s.”

Gordon Farmiloe, managing director of Premier Care in Bathing, said: “Silver Marque is a collaborative group, all committed to making a difference and a real and positive step forward for the industry. A group of like-minded companies coming together sends out a strong message in championing the way forward in protecting the more vulnerable groups in society, particularly older people.”

Companies that market products and services to the over 50s and are interested in learning more about the Silver Marque network should email silvermarque@tenalps.com