Is it the end of the bad old days for the Daily Express and Daily Star?

With increasing cross-promotion within his group, Richard Desmond can no longer pander solely to Little Englanders.

Richard Desmond's empire is a curious thing: on the one hand, you have newspapers that worry about immigration and have strayed into toxic territory by giving positive coverage to the English Defence League; on the other, you have magazines like OK!, so fluffy and inoffensive that turning the pages is like being pelted with Care Bears.

Perhaps it's with one eye on detoxifying his newspaper brands that Desmond has branched out with the Health Lottery, a fundraising enterprise that aims to give £50m a year to health charities. With 20.5p per £1 ticket going to those charities (compared with 28p per £1 for the National Lottery), the scheme will have to sell 243 million units a year to hit that goal – but as there are so many promotional outlets available to market the new game, don't write it off. We'll be seeing the Health Lottery on Channel 5, and reading about it in the Express, the Star and OK! Magazine – something to look forward to for us all, there.

Described as "an exciting new lottery" by the Daily Express and as "Northern & Shell's exciting new brand" by Channel 5's Kate Walsh at the press conference, the Health Lottery is a laudable venture. Even those of us who aren't Desmond's biggest fans should wish it well – not just because of the charity element, but because, perhaps, it marks a turning point for his newspapers.

With such a generous venture in the pipeline, Desmond moved to distance his publications from the English Defence League – and the Daily Star on Sunday at the weekend even took a potshot at the Little Englanders, showing a "chilling photo" of EDLers with guns (or replica guns) in their hands, highlighting racist chants and mentioning a "sick Nazi salute". Getting readers by confirming people's prejudices about immigration is one thing; seeming to give tacit support to a polarising organisation such as the EDL is quite another.

The closer Desmond brings his brands together – and the cross-promotion shows no sign of letting up right now – the less spiky the likes of the Star and Express will have to become. That might erode a little of the character of the newspapers, but it might chip away at their nastier side, too. Headlines like BBC PUTS MUSLIMS BEFORE YOU or THEY'VE STOLEN ALL OUR JOBS don't sit nicely alongside the cheerful, breezy tone of OK! magazine or the mass appeal of Channel 5's shows like Home and Away.

Pandering to Little Englanders every now and again might have done a good job in retaining a few hardcore readers for the Express and the Star, but that kind of tactic might become a hindrance when you're trying to make those readers hop over to OK!, or get OK readers to hop over to the Express, or Channel 5 viewers to buy your newspapers as well.

Here's wishing the Health Lottery well, then. It could raise a lot of money for charity and it could mark the end of the bad old days for the Express and the Star. It may seem unlikely, but I'll take a gamble . . .

Patrolling the murkier waters of the mainstream media
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In your 30s? You missed out on £26,000 and you're not even protesting

The 1980s kids seem resigned to their fate - for now. 

Imagine you’re in your thirties, and you’re renting in a shared house, on roughly the same pay you earned five years ago. Now imagine you have a friend, also in their thirties. This friend owns their own home, gets pay rises every year and has a more generous pension to beat. In fact, they are twice as rich as you. 

When you try to talk about how worried you are about your financial situation, the friend shrugs and says: “I was in that situation too.”

Un-friend, right? But this is, in fact, reality. A study from the Institute for Fiscal Studies found that Brits in their early thirties have a median wealth of £27,000. But ten years ago, a thirty something had £53,000. In other words, that unbearable friend is just someone exactly the same as you, who is now in their forties. 

Not only do Brits born in the early 1980s have half the wealth they would have had if they were born in the 1970s, but they are the first generation to be in this position since World War II.  According to the IFS study, each cohort has got progressively richer. But then, just as the 1980s kids were reaching adulthood, a couple of things happened at once.

House prices raced ahead of wages. Employers made pensions less generous. And, at the crucial point that the 1980s kids were finding their feet in the jobs market, the recession struck. The 1980s kids didn’t manage to buy homes in time to take advantage of low mortgage rates. Instead, they are stuck paying increasing amounts of rent. 

If the wealth distribution between someone in their 30s and someone in their 40s is stark, this is only the starting point in intergenerational inequality. The IFS expects pensioners’ incomes to race ahead of workers in the coming decade. 

So why, given this unprecedented reversal in fortunes, are Brits in their early thirties not marching in the streets? Why are they not burning tyres outside the Treasury while shouting: “Give us out £26k back?” 

The obvious fact that no one is going to be protesting their granny’s good fortune aside, it seems one reason for the 1980s kids’ resignation is they are still in denial. One thirty something wrote to The Staggers that the idea of being able to buy a house had become too abstract to worry about. Instead:

“You just try and get through this month and then worry about next month, which is probably self-defeating, but I think it's quite tough to get in the mindset that you're going to put something by so maybe in 10 years you can buy a shoebox a two-hour train ride from where you actually want to be.”

Another reflected that “people keep saying ‘something will turn up’”.

The Staggers turned to our resident thirty something, Yo Zushi, for his thoughts. He agreed with the IFS analysis that the recession mattered:

"We were spoiled by an artificially inflated balloon of cheap credit and growing up was something you did… later. Then the crash came in 2007-2008, and it became something we couldn’t afford to do. 

I would have got round to becoming comfortably off, I tell myself, had I been given another ten years of amoral capitalist boom to do so. Many of those who were born in the early 1970s drifted along, took a nap and woke up in possession of a house, all mod cons and a decent-paying job. But we slightly younger Gen X-ers followed in their slipstream and somehow fell off the edge. Oh well. "

Will the inertia of the1980s kids last? Perhaps – but Zushi sees in the support for Jeremy Corbyn, a swell of feeling at last. “Our lack of access to the life we were promised in our teens has woken many of us up to why things suck. That’s a good thing. 

“And now we have Corbyn to help sort it all out. That’s not meant sarcastically – I really think he’ll do it.”