What happens when an etic category or label like “first-generation students” enters public discourse? In the Netherlands, public discussions of first-generation or first-in-family students and their predicaments have arisen in recent years. But few people grow up thinking of themselves in those terms. Not a common identity-marker, the concept is introduced in other moments, like in news items or in participatory research projects. But to what effect? And does it stigmatize or help?