wait what?

Literally from Wikipedia: "New Labour's ideology departed with its traditional beliefs in achieving social justice on behalf of the working class through mass collectivism."

Go and look up Tony Giddens 'satructuration theory', it was a big inspiration for Blair and Brown. Giddens was a firm Structurationist whose theory states in clear terms that all human behaviours are a result of the structures around them, with little influence from individual action. Blair admitted, in his autobiography years later, that it was from Gidden's work he attempted to break down the population into voting demographics and structurally advantage those who could be persuaded most easily to vote Left.