The fashioning of the individual consciousness that perceives itself as unique and separate from others, from nature, and from any pre-existing order is the great project of modernity.
For that project, the word “freedom” is key. The alienation of the individual from everything and everything is posited as liberation. Now that individuals are no longer constrained by any inherited tradition or by any relationship not fully of their choosing and now that they are less and less constrained by the limits created by nature, they will finally be free to realize their full selves. At least, that’s how the theory goes.