The argument that is developed does not deny the importance of individuals in the party's growth, but rather emphasiSes that individuals -- leaders and players -- have had relatively little room for manoeuvre, particularly after 1918 when the party suddenly and unexpectedly became a major party of state. But within the framework of prevailing economic and social conditions in Britain, and the desire of the party to be returned to elected office, individuals have had an important impact on how the party perceived and projected itself: the significant roles these individuals played are examined against the background of social change in Britain, up to and including the next General Election, anticipated in 2005.