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Contemporary processes of labour market restructuring have resulted in increasing social and spatial inequalities in the United Kingdom. While the well-discussed issues of class, race and gender continue to be correlated to inequality, the decline in numbers of manufacturing jobs and rise in low-level service work has brought a new reality of identity-correlation. To remain employed, workers must increasingly present an identity that is appealing to employers: one that transcends geography and current job role. Thus, in today’s labour market with its increasing economic polarisation, previously strong social and work identities are challenged by the logic of capital.