This is a new but pressing issue. The pukka term is intergenerational equity and gerontologists and policy makers have seen it coming for some time. The recession has added to the intensity of the issue, as those in the later stage of life are less likely to be hard hit by changes in relation to pension provision, unemployment and the steep challenge of getting a foot on the property ladder. Societies throughout history have been used to investing in their children, today the worry is the ever rising cost of eldercare. There are profound, but unacknowledged repercussions of the age profile in post-industrial nations that call for re-inventing our life styles and the assumed pursuit of wealth to the bitter end.