“…Something must change; something must be done differently, better or more efficiently through a reorganisation of service provision, such as through measures of assistive technology, innovative new solutions or increased privatisation and/or commercialisation of service provision (Ministry of Health and Care Services, 2018; Arbeidsgiverforeningen Spekter and NHO Service og Handel, 2019). An important element in the proposed developments, as seen internationally, is a proposed move towards volunteering, that is, the expectation that volunteer efforts should replace, supplement or add to public efforts (Christensen et al ., 2020). The ‘sustainability discourse’ serves, in other words, as a premise for increased volunteer efforts, which is interestingly more pronounced in governmental papers compared to interests and opinions voiced by the population (Daatland and Veenstra, 2012 a ; Christensen et al ., 2020).…”