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Labour and Conservatives’ claims that welfare conditionality is ‘fair’ rely upon an empirically unsupported assumption that almost-equal opportunities can exist alongside starkly unequal outcomes. Fifty interviews examined in-depth a diverse sample’s values, views about work and welfare, and labour market choices. Respondents’ views on equality strongly influenced their views on conditionality and what they considered acceptable labour market behaviour. ‘Alternative’ unemployed respondents, who rejected politicians’ suggestions they ‘should work’, nevertheless favoured an equal society with work obligations and often undertook voluntary work. The article concludes that policymakers should be more sensitive to Jobseeker’s Allowance claimants’ diverse moralities and motivations