New labor are faced with a dilemma. The system of consumer democracy they have embraced has trapped them into a series of short term and often contradictory policies. There are now growing demands that they fulfill a grander vision. That they use the power of government to deal with the problems of growing inequality and the decaying social fabric of the country. But to do this they will have to appeal to the electorate to think outside their own self-interest. And this would mean challenging the now dominant Freudian view of human beings as selfish instinct driven individuals which is a concept of human beings that has been fostered and encouraged by business because it produces ideal consumers. Although we feel we are free, in reality we like the politicians have become the slaves of our own desires. We have forgotten that we can be more than that, that there are other sides to human nature.