This article examines how the EU gender mainstreaming approach has addressed work and family reconciliation across Southern Italian regions, to foster a more egalitarian and socially inclusive development. Drawing upon a survey of women of different socioeconomic backgrounds and in-depth interviewing of regional policy-makers, this article assesses what gender equality policies do and don’t do for work–family reconciliation within the Italian Mezzogiorno. Findings show that while poor women may be stigmatized as inadequate mothers, middle-class women are pushed to join men (...) in employment and civic sphere at the expense of caring. As both public and private caring supply is underdeveloped and unevenly guaranteed between protected and unprotected workers, women may be constrained to reduce their participation in the labour market. Traditional gendered family roles and power relations within the household may further discourage women to work, form and maintain a family. (shrink)