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   North West put memories before money
In the event of a home disaster North West residents would rescue their pet and family photos before any expensive item. The average North West resident spends over £2,302 on the most expensive item in the home Latest research1 from Age Concern Home Insurance identifies how North West residents value items in their home on sentiment, not price. Research showed that when it comes to goods for the home, the North West spends more than £2,302 on the most expensive item. In the North, amongst the top most expensive belongings in the home are TVs, laptops and furniture2. Despite the large amount of money being spent on home contents, if a disaster affected the region, items with sentimental value such as family photos/wedding albums and family pet3 would be saved first. If it was possible to recover their belongings, 6% of these residents would spend more than the actual value of their most treasured sentimental item, for its safe return. Fifty nine percent of North West residents are worried that society is becoming more materialistic. Eighteen percent of this group blame this on the pressure people feel to own the latest gadget and almost one in ten believe it to be as a result of families growing more distant, therefore failing to recognise the importance of family heirlooms4. Gordon Morris, Managing Director of Age Concern Enterprises said: “North West residents are spending a significant amount of money on items for their homes, but, even so, they value memories before the money they paid for items. Should disaster strike, residents would leave their expensive goods and save first belongings that were irreplaceable such as their photos or much loved pet.” He continued: “Filling the home with expensive items has a knock on effect on the home insurance cover you need, so it is crucial that people accurately assess the value of contents in the home on a regular basis to ensure they have adequate cover. Our contents cover is tailored for those in later life and is one of the few policies that has no hidden charges such as penalties for those who need to alter or cancel their policy, or if they need to get duplicate documents.” Age Concern Home Insurance currently offers buildings and contents cover with added benefits such as a low £25 excess on most claims5, a 24hour domestic emergency helpline, a personalised service tailored to those in later life and importantly no age limits, hidden charges for cancellation or administration fees.
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