The Government promised us capitalism with a human face. To be fair, serious political attention is being directed at the social consequences of capitalism for the first time in decades. However, the soothing language of wellbeing can be deceptive. I think it is important to understand that this public policy initiative has serious limitations which are disguised in the current political context. Aotearoa New Zealand (ANZ) is a small liberal capitalist society. This model of economic, social and political arrangements sets the possibilities for reform and limits our perceptions of alternatives. I will argue here that we need to think outside of the liberal capitalist box if we are to imagine (and make) real distributive change.