Personalisation - the idea that public services should be tailored to the individual, with budgets devolved to the service user or frontline staff - is increasingly seen as the future of the welfare state. This book focuses on how personalisation evolved as a policy narrative and has mobilised such wide-ranging political support. It will be a valuable resource for undergraduate and postgraduate students in public policy and social policy and for researchers and practitioners working in related fields.

Product Description: Drawing on interviews conducted by the author with politicians, bureaucrats and citizens, alongside content analysis of government documents, the book explains how New Labour has consumerized public services and contributed to the anti-politics that it previously decried.