The article is devoted to the phenomenon of the “end of labour” and the consideration of this problem in modern social thought. Anti-labour rhetoric, which originated in the 19th century, finds its development in the 20th century in the discourse of refusal to work and the prospect of preserving human individuation in the conditions of a technical society. As a result of the comparison of approaches to the issue of liberation from labour, the authors of the article come to the conclusion that the proposed concepts in assessing labour and its role in the development of society are inconsistent, the untimeliness of abandoning work (as a fundamental type of activity) and work-centrism (as a way of life). Insisting on the need for liberation from labour, supporters of the rejection of work ethics and work culture leave out of discussion the possible consequences of the transition to a labour-free society. The proposed projects lack convincing options for effectively replacing work activity in its high social position and a model of a new work ethic based on the comprehensive improvement of a person. The article attempts to contrast ideas about the creative evolution of labour activity in the works of Russian thinkers of the twentieth century (A. Bogdanov, A. Gastev) with the post-labour discussion (N. Srnicek, A. Williams, group “Crisis”). An alternative to the discussion about a society without labour at the turn of the 2020s is the question of a new labour paradigm, a revision of the motivation of work and the preservation of its social significance, a new work ethic and individual planning for the future (A. Hines, B. Stigler, O. Nesterov, A. Pisarev, etc.)