Summary: This article analyses the centrality of the policy of personalisation within adult social care in the UK, with a particular focus on the implications for social work. It starts by considering the genesis of policy and continues by identifying different ways in which personalisation can be understood and hence analysed.

Findings: The article suggests that the dominant theme in the rhetoric of both government and the disability movement associates personalisation with the concept of social citizenship – whereby previously disadvantaged people will be enabled to enjoy the full benefits of society, which had previously been denied to them. By way of contrast, the article suggests that personalisation can also be analysed in relation to the critical perspective of neo-liberalism, postulating the idea that the policy is primarily concerned with the importation of consumerist ideals into social care. The article then considers the administrative dimensions of personalisation, focusing on the potential of the policy to achieve particular financial benefits and arguing that this is taking precedence over other interpretations.

Applications: The article concludes by considering the implications of the analysis for the practice of social work. It identifies the implications of the citizenship and neo-liberal perspectives, but concludes that imperatives of budgetary reduction are limiting the opportunities for social workers to practise within the context of personalisation. Consequently, while there is little prospect of substantial social work involvement in the context of statutory services, there may be opportunities for practitioners to engage with the issues in the context of smaller, often user-led organisations.