Neoliberal political discourses have normalised the belief in northern European countries that individuals are responsible for their health and wellbeing, regardless of social class, gender or ethnic background. Drawing on examples from Germany, Sweden and the UK, Simmonds critically examines how the neoliberalisation and marketisation of health and social care have created an adverse environment for older people, who lack social and cultural capital to access the care they need. This analysis scrutinises provision for ageing populations on an individual, national and global level.