Pursing the professional project - professionalism in a rapidly changing environment because increasingly demoralising for professionals in the 1980s and 1990s. There was concern by social workers that they were pursuing the past not the future. Professionalism was pursued and the ideological control of professionalism influence the professional relationship, values, practice, practice boundaries, occupational norms, accountability, knowledge and skill. However the ideological control of professions changed as part of the changing cultural hegemony. The case examines the influence of the professional projects of professionalism and new professionalism and illustrates that the way to the future is to pursue and engagethe professional project of ''new professionalism''.