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The ageing of industrialized societies in combination with the absence of an adequate (welfare state) response is engendering an alarming deficit of care work. This, in turn, has paved the way for the commodification of care work, formerly a typical case of feminized, reproductive work, carried out informally and unpaid within the family. This conference examines if and how a sea change concerning the commodification and formalization of care work is gradually affecting the public understanding…