This paper presents new evidence obtained from an empirical study which used three distinct groups of professionals engaged in the attempt to "brainstorm" reasons for pupils' non-attendance. The evidence suggests that the "causes" of pupils' non-attendance can be sub-divided into three main fields: pupils who dislike coming to school; those who experience home difficulties; and, those with psychological problems. The roles of society and of the government are considered. Key issues which need to be resolved in order to improve school attendance are examined and ideas for further research postulated. (Contains 5 tables.)