Dangle a juicy carrot in front of a hungry rabbit and rest assured that the animal will nibble on it. The situation is similar in the current economic clime where payday lenders are cashing in on the desperation of credit hungry consumers. The industry per se has drawn a lot of flak in recent times for a variety of reasons. Some believe that lenders are using “aggressive marketing techniques”, while others feel the APRs are ridiculous. Since lenders conveniently ignore the fact that their customers are people who are already struggling to keep insolvency at bay, the efforts to woo them are usually centered on “your need – our solution” campaigns. So, the target audience is essentially the credit hit section of UK that is lured into a baited cage with the promise of deliverance.

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