Drawing on a qualitative study of thirty-two women aged between 35 and 85, this paper links women's experiences of giving and receiving care in the informal sphere to their wider social and ideological context. While subjects subscribed to cultural assumptions about families, responsibility, gender and old age, they experienced awkwardness in translating them into their own lives. Younger women and women looking back on their middle years experienced contradiction between the cultural expectation that they be responsive to others and their wishes for self-enhancement. Older women experienced contradiction between the cultural imperative to be unburdensome and independent and their wish for security. Feelings of guilt and shame were associated with not living up to these expectations. They rendered subjects' concerns, individual failings and stifled expression of their needs. To facilitate such expression and work towards social policies that enhance women over the life course, it will be necessary to envision alternative types of supportive services and to challenge the ideological barriers to their use that the subjects of this study had so acutely internalised.