This article explores how the concept of emotional labour has moved from sociological into lay discourse as a case study of the double hermeneutic and concept creep, demonstrating the effect sociological concepts can have on lay actors’ understanding of their everyday lives. From an analysis of 41 news and magazine articles about emotional labour, we identify the various meanings the term carries as well as the ideologies and logics that underpin them. The concept has become a tool used to frame discussions around gender inequalities in unpaid work, including housework, emotion work, and providing support. However, the Marxist underpinnings of the original concept have been subverted within a lay discourse that is largely reflective of a liberal feminist and neoliberal ethos.