The personalization and marketization of home care services for older people in England

Authored by: Kate Baxter

The Routledge Handbook of Social Care Work Around the World

Print publication date:  January  2018
Online publication date:  December  2017

Print ISBN: 9781472479457
eBook ISBN: 9781315612805
Adobe ISBN:


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This chapter focuses on the personalization and marketization of home care services for people aged 65 years or older in England. Personalization is an approach to arranging social care that enables people to have choice and control over the shape and location of their care. This chapter draws on research undertaken by the author and colleagues on developments in the market for home care and personalization of services for older people over the last decade. It comprises a brief background on personalization and marketization in the home care sector and the mechanisms used to facilitate personalization, known as personal budgets. This is followed by an overview of the methods and data used in the studies discussed. The next two sections summarize the research evidence from these studies, covering, first, the shifting role of local councils from providing services to facilitating the market and, second, the opportunities for older people to engage with personalization and become active consumers. The chapter finishes with a short conclusion.

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