Magazine article Marketing

Consumers' Association Chief Dies

Magazine article Marketing

Consumers' Association Chief Dies

Article excerpt

Dame Sheila McKechnie, head of the Consumers' Association and campaigner against 'rip-off Britain', has died at the age of 55.

McKechnie became director of the organisation in 1995 and fought for consumer rights by taking on industry sectors such as mortgage lenders and fighting for UK motorists to pay lower prices for cars.

McKechnie, who described herself as a 'fully paid-up member of the awkward squad', had a formidable reputation.

However, despite her concern over ads targeting children, she was not opposed to marketing and advertising per se. In an interview with Marketing (November 11 1999), she sided with the industry.

'People don't just buy for rational reasons - they buy a car because they like its image. We aren't bothered about glitzy ads, but we are bothered about products that let down the consumer,' she said.

Born in Falkirk in 1948, McKechnie studied politics and history at Edinburgh University, where she became involved in the women's rights movement. …

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