["The British Journal of Sociology, EarlyView. ", "\nABSTRACT\nIn this article, I explore how 36 Norwegian anti‐racist activists of colour negotiate emotions when engaging with the white majority population. Much recent research on racist ideology draws on Bonilla‐Silva's framework of colour‐blindness, arguing that the white majority nowadays is more likely to deny systemic racism. However, few studies have explored the relationship between micro‐level interactions and colour‐blind ideology beyond the realm of language. Using Ahmed's theory on affective economies along with decolonial perspectives on emotions, I empirically demonstrate how an unequal distribution of emotions across racial divides works as a central mechanism in the development of colour‐blind ideology. This finding reveals the need to incorporate the role of emotions within the literature on colour‐blindness more broadly, as similar tendencies may be prevalent in other Western societies.\n"]