Covid-19 has shone a light on the many inequalities scarring our landscape. As we look to the future a consensus is emerging around the need to reject the highly individualistic focus of previous decades and to build back fairer, by tackling the ‘causes of the causes’ of so many of our social ills. What might this mean for ‘child protection’ where a focus on individual families and individually generated risks has dominated? We suggest that this model is broken beyond repair and out of kilter with what is needed going forward. We argue that a focus on promoting human flourishing is likely to serve children, young people, their families and society better. In order to support such a project, we argue for the need to change our language, hold broader conversations than hitherto, and marry ambition with caution.