The moral shift towards individual health culpability merges with the influence of the New Public Management reforms of public organisations, originating in 1980s neoliberalism (later also influencing Scandinavian policy-making). These reforms steadily pushed educational institutions’ role in society towards that of competing service providers. The students are no longer traditional recipients of Bildung but first and foremost customers buying self-improvement and career-benefitting services from the university. American universities are prime examples of this trend, which also applies to health. US campuses have expanded their offerings to include healthy extracurricular activities and state-of-the-art gym and swimming facilities aimed at attracting and retaining students as paying customers. Similar to corporate management approaches, if there is a workplace problem related to health, private health services become the go-to contracting solution. Music colleges have already started taking this route by occasionally leasing external health services or speakers rather than reviewing their core operations. Most educational institutions these days also include mission statements for student health in a tone similar to that of corporate management. The focus has turned inwards to coping and self-management.