Armchair Critic: There are markets where guilt sells but this isn't one of them

What do pensions, savings and protection have in common? Gaps, they all have their own private gap; the notional chasm between what consumers should buy and what they actually buy. Now the advice gap looks all set to compound the problem. These gaps have produced many workshops, multiple white papers and noisy calls for campaigns to narrow them. But the very idea of a "gap", representing the contrast between where you are and where you ought to be, is, from a consumer perspective, a little judgemental. There are markets where guilt sells but this isn't one of them, at least not in a w...