In this paper, we reflect upon the rise of neoliberalism and performativity in the tertiary sector and the possibilities for the exercise of authenticity and academic freedom in this environment. We argue that the rise of performativity has not only implications for university quality, but also implications for the wellbeing of academics. We base this argument in a substantial body of literature from the law well-being movement that highlights the poor prospects for individual productivity and well-being when core values are ignored or subverted in order to adhere to a particular role.