The radical shift in human reproduction in the late 19th century, know
n as the demographic transition, constitutes a major challenge to evol
utionary approaches to human behaviour. Why would people ever choose t
o limit their reproduction voluntarily when, at the peak of the Indust
rial Revolution, resources were apparently so plentiful? Can the trans
ition be attributed to standard life history tradeoffs, is it a conseq
uence of cultural evolutionary processes, or is it simply a maladaptiv
e outcome of novel and environmental social conditions? Empirical anal
yses and new models suggest that reproductive decision making might be
driven by a human psychology designed by natural selection to maximiz
e material wealth. If this is the case, the mechanisms governing ferti
lity and parental investment are likely to respond to modern condition
s with a fertility level much lower than that that would maximize fitn
ess.