The aim of this chapter is to scrutinise the link between what I have described as structural individualisation and normative individualisation in the public sphere and markets. Here the ambiguity between liberation and the risk of instrumentalisation finds a continuation in the conflict between politicisation and marketisation. By addressing those aspects, we will be able to develop an understanding of the individualisation of society as a social phenomenon as opposed to atomisation or even disintegration for which individualisation is often mistaken. The ambiguities that emerge from this provide strong breeding grounds for organised individualisation.