In the making and execution of public policy of every kind, health and welfare services crucially among them, a long demographic perspective is a valuable instrument. It becomes clear that, amid the exponential growth of world population, with its attendant expansion of those in the older age-group, survival, rather than longevity, is the key. Adopting the UK as a working model, the use of a social and numerical analysis by function rather than chronological age is advocated as a help-meet, not least because this evades some of the negativity with which older age is regarded. A brief summation of age prejudice is added as a further caution about the watchfulness necessary when in pursuit of social goals, such as health and welfare.