Low fertility rates in high-income countries defy traditional explanations based on a quality/quantity trade-off in the demand for children and the opportunity cost of women’s time. Analysing fertility in Canada, Japan, the Netherlands, Norway, Portugal, and the US, this column argues that fertility decisions also depend on the range of socially accepted lifestyle and consumption options and on norms surrounding work, parenting, gender roles, and leisure. Reversing the low-fertlity trend will