Final episode in this 4-part documentary series brings the penetration of public relations from the corporate world into politics, news and current affairs reporting and nearly all other areas of Western society and culture up to the prexent day with a focus on Philip Gould and Matthew Freud (great-grandson of Sigmund Freud) who respectively advised the Democratic Party in the United States and New Labour in the United Kingdom on the tactics to win back power from political conservatives in those countries. Politicians across the political spectrum appealed to the self-interest of the so-called “aspirational” classes (the lower middle class, upper working-class people) to win power and to do this had to promise tax cuts or cut back on policies considered to be “social democratic”. Citizens became consumers in a culture increasingly focussed on fulfilling their short-term desires and appealing to a shrinking range of interests. People’s self-esteem became heavily dependent on having their needs and wants stimulated and catered to. Marketers and public relations firms developed more sophisticated methods and techniques of splitting consumers according to lifestyle, needs and desires and happily offered their wares and services to corporations, governments and other agencies alike.