In Canada, governmental institutions and local associations produce a discourse on language issues that is adapted to the new modes of production and governance, shaped by contemporary economic, political and social transformations. Within French-language minority communities, the focus is put on language as an economic asset and as a tool for economic development. The position that the language skills of these communities are an asset is an integral part of the contemporary “Francophone discursive space” (Heller and Labrie, 2003). In this article, I show how social and discursive transformations occur and feed discourses and the positions of individuals. More specifically, I explore, through the discourse of individuals, how the profits secured from linguistic capital can be used as a tool for personal development. Using the speech of Acadians, I illustrate one of the major characteristics of late modernity, namely, the application of the principles and values of neoliberalism to the social and personal lives of individuals.