This article analyzes how social and ecological sustainability is problematized and given meaning through a norm-critical feminist perspective on masculinities. The study builds on qualitative interviews with both initiators and participants in a Swedish feminist initiative working norm critically with men and masculinity in relation to sustainability, as well as on the instructive materials guiding the initiatives norm-critical workshops. Drawing on a discourse theoretical framework, the analysis illustrates how neoliberal ideals of individualism and self-improvement are reflected and reproduced through norm critique as a discursive practice, even when that critique aims to challenge dominant norms and structures. Furthermore, the article points towards some political implications of this reproduction in relation to both social and ecological sustainability. By considering how ideology ‘grips’ subjects through the aspect of desire and enjoyment, the paper contributes with a perspective on the affective dimensions that are at play in the relationship between norm critique, neoliberalism, and sustainability discourse.