"They're Not Thinking on the Same Side We Are": Street Level Activation of Parents under Universal Credit

In the UK, parents receiving working-age social security benefits have been the target of intensifying labour market activation policies, particularly following the introduction of Universal Credit (UC). Concurrently, state support for parents has reduced, and help with childcare is complex and limited. Under UC, parents, and increasingly mothers, are meeting more often with street-level agents, Work Coaches, who are responsible for ‘activating’ parents into work. Work Coaches operate at the interface between the state and citizens, but we know little about street-level implementation of UC. Through analysing interviews with ten Work Coaches and sixty-seven parents, this article draws on a gendered street-level approach to explore how policy limits choices for Work Coaches (by restricting spaces for personalisation) and parents (by rules determining how to manage work and care responsibilities). Within this rigid context, moral assumptions of low-income parents emerge, with increased expectations placed on mothers and outdated assumptions about fathers.