Since 2010 the UK has enacted radical welfare reforms that have led to greater poverty, homelessness, indebtedness, and foodbank use. It has diverged from other European countries experiencing similar economic and social trends, who have not enacted such dramatic cuts and reforms. Until recently, however, the changes proved very popular with the public, who increasingly hated the welfare system and viewed its users as lazy, undeserving, and likely to be cheating. In this book, Tom O'Grady focuses on policies that provide relief from unemployment, poverty, and disability to uncover why Britain's welfare system has been reformed so radically and why, until recently, the public enthusiastically endorsed this programme. Using a comparative and historical perspective, he traces the evolution of British welfare policy, politics, discourse, and public opinion since the 1980s, and argues that from the 1990s a long-term change in discourse from both politicians and the media caused the British public to turn against welfare by 2010. That, combined with the financial crisis, left the system uniquely vulnerable to cuts. This book explores the roots of public opinion on the welfare system, the motives of politicians who have revolutionized it, and the ways in which the system and its users have been spoken about. It is an account of how the public came to consider deserving recipients of help as scroungers; of when and why politicians and the media vilified them; of political parties whose discourse and policies were transformed, almost overnight; and of Britain's journey from providing welfare as generously as the average European country in the 1970s to becoming an outlier today.