While Adam Smith defined economics in terms of wealth creation and Lionel Robbins in terms of limited means and unlimited ends, Alfred Marshall thought of it as ‘…a study of men (sic) as they live and move and think in the ordinary business of life’. Nothing could be more ordinary than caring. It takes place all the time and all around us. It involves diverse tasks, which can be commercialised but are often unpaid, although sometimes very labour intensive. Care can be provided domestically, or in the community, but today it is increasingly globalised. Most importantly, care adds significantly to wellbeing, and simultaneously enhances productivity.