People pursue goals. They seek to build friendships, find romantic partners, maintain close relationships, gain social status and resources, and stay healthy and safe. But pursuing goals requires assessing who, among the people around them, will help or hurt their ability to reach those goals-that is, who poses goal-relevant affordances. This article overviews recent advances and new predictions from an affordance management approach to social cognition and behavior. The central tenet of this work is that judgments of who helps or hurts goals are independent (rather than opposite ends of a single judgment): Who helps my goal, and who hurts my goal? For any goal, people judge others in one of four ways: as helping the goal, hurting the goal, both helping and hurting the goal, or as irrelevant to the goal. These perceived affordances change across goals: people who help one goal may hurt, both help and hurt, or be irrelevant to another goal. This simple, novel division of helping and hurting across goals has numerous implications for psychological phenomena. It provides a framework for understanding when and how two forms of devaluation will emerge-being seen to pose a threat and being seen as irrelevant-with implications for prejudice, stigmatization, and discrimination. It also provides a lens for understanding how and when others' appraisals of us may affect our own goal pursuit. The article concludes by discussing necessary next steps and promising new directions for applying this approach to understand social cognition and behavior. (PsycInfo Database Record (c) 2024 APA, all rights reserved).