The article examines how neoliberalism functions on a micro-social level and on the level of individual psychology. Neoliberal economic regime brings an intensification of the competitive pressure and a quantification of not only the companies, but also individuals. At the same time the neoliberal politics introduces a depoliticization of individuals, who are reduced to a role of their own promoters. This is why neoliberalism no longer works in the manner of classical political ideologies, which still presupposed the individual as a political subject, but as a specific kind of ethics of everyday life; an ethics of choice, and of strategic rationality of investment of one’s human capital. Precisely because it is apolitical, neoliberal ethics is pronouncedly psychological, and is manifested through the epidemics of depression and anxiety on the one hand, and as a mass pursuit of happiness on the other hand.Članek se ukvarja z delovanjem neoliberalizma na mikrosocialni ravni in na ravni individualne psihologije. Neoliberalna ekonomija pomeni zaostritev konkurenčnega pritiska in ocenjevanja ne le podjetij, temveč tudi posameznikov; hkrati pa neoliberalna politika pomeni depolitizacijo posameznikov, ki so le še podjetniki samih sebe. Neoliberalizem zato ne deluje kot klasične politične ideologije, ki so še predvidevale (in delovale na) politično subjektiviranega posameznika, temveč kot posebna etika vsakdanjega življenja, etika izbire, strateške racionalnosti investicij lastnega človeškega kapitala, ki je, ravno zato ker je apolitična, izrazito psihološka ter se izraža v epidemiji depresije in tesnobe na eni strani in množičnem iskanju sreče na drugi strani
