The Nordic countries have been hijacked by right wing parties in recent years, as well you must know. 'Choice' just means the market.
I keep on referring to Scotland, but there's been some good stuff coming out of the movement for independence from umbrella organisations/think tanks like 'Commonweal' - a levelling type of politics based on moving away from the narrow based individualism we're cursed with in this country and beyond.
http://www.allofusfirst.org/what-is-common-weal/ There are millions of people who dont bend the knee to the commodification of every activity we take part in. There's a resentment against it and that's something that can be built on. There's elements still within Labour like Compass who are more progressive than its leadership and I reckon its amongst poeple in that we'll see a schism emerge post 2015 election.