“Progressive neoliberalism” is the current hegemonic approach to understanding social justice in Western liberal democracies. “Progressive neoliberalism” also resurrects the “deserving” vs. “undeserving” narrative that can lead to punitive and pathologising approaches to poor and unemployed people—the demographic comprising the majority of child and family social work service users. Indeed, research suggests that social workers’ attitudes towards families in poverty are strikingly congruent with “progressive neoliberalism.” This article suggests that generational changes and the particular form of group-based identity, postmodern social justice ideology often taught in social work education have unwittingly conspired to create this concerni...