fears have not diminished and may have prompted calls and means for voluntary euthanasia. This process appears to have occurred in parallel with what has been described as the ‘Alzheimerisation of ageing’. Reinforced by media reports of ‘institutional abuse’ in nursing homes, the intensified search for ‘a cure’, and the dire predictions of demographic apocalypse. The Alzheimerisation of ageing seems to contribute to the propagation of an associated and potentially negative ‘neuro-culture’ spread across the whole of society (Williams, Higgs & Katz, 2012).