This article aims to consider participatory settings as indicators of change in the neoliberal turn that has characterized the European sociopolitical context since the late 1970s. A specific sector is analyzed from this perspective: social-housing organizations, which execute France’s public-housing policy. We examine how participatory settings support the changes occurring in managers’ frame of reference. We show that these settings are one of the instruments for the conversion of social-housing organizations into service companies that seek to satisfy their customers.