Square Deal policies mean not merely that Theodore Roosevelt stand for fair play under the present rules of the game but he stands for those rules changed so as to work for a more substantial equality of opportunity and of reward for equally good service. Hence, the Square Deal policies aimed to help middle class citizens and involved criticizing government/country that is ruled by the richest people and bad trusts while at the same time protecting business from the most extreme demands of organized labour. Thus, there were three demands which Roosevelt referred to as the three Cs and these were the three basic goals were conservation of natural resources, control of corporations and consumer protection.