What’s in a name? ‘Social quality’ is an attractive yet vague concept. It has an appeal in the context of post-industrial aspirations to rise above the quantitative and the material, towards qualitative, immaterial goals; it emphasises ‘social’ aspects that lie beyond individualistic preoccupations and are oriented towards considerations of collectivity and solidarity. These aspects can be represented in terms of two dimensions (Figure 1), where the notion of social quality is situated in the upper left quadrant. But does this show the real content of this ‘container concept’, and does it reflect present everyday reality? The concept of social quality has been adapted (or rather adopted) in the context of the labour market in terms of the notion of ‘flexicurity’. We shall discover that to an important extent this notion includes both ends of the dimensions; in other words, it is not what it seems.