Abstract Discourse on the normative use of reflexivity predominates in the professional literature. Expert articles on the topic of non-normative use of reflexivity, which is based on the presumption that social workers do not use reflexivity to improve their work quality, but rather its functions for themselves to fulfil specific purposes, is missing, with some exceptions in the literature. The presented article therefore aims to understand the use of reflexivity in the practice of social work with families in its non-normative concept and to determine the implications for social work. Using the abduction method (in which Schechtman’s narrative identity theory was applied to data analysis), the following four categories of the use of reflexivity in a non-normative way were saturated with data obtained from initial interviews, field observations and subsequent reflection of field observations with social workers: personal interest, survival, moral responsibility and compensation. The non-normative concept of reflexivity is further discussed in the context of specific implications for education and practice of social work.