ABSTRACT This paper discusses a collaborative action research project integrating a focus on ideological awareness with genre-based pedagogy in the university literacy classroom. Through explicit instruction on the argumentative genre and reflection on the linguistic correlates of neoliberal ideology, we guided students in developing enhanced awareness of neoliberalism and its influence on environmental policy. In the independent writing stage, students’ argumentation revealed critical stances towards neoliberalism and adequate command of the target genre. The paper closes with general reflections and recommendations for the adoption of an explicitly critical approach in university literacy education.