"He understood that his plan would be immeasurably strengthened by broad public support. So he shaped his proposals around the principle that "benefit in return for contributions, rather than free allowances from the State, is what the people of Britain desire". Everyone would put something in, and everyone would get something out. Beveridge appealed both to altruism and self-interest. This is often described as a welfare "contract" or "bargain". But that would be to misunderstand why the welfare state used to be so popular. As the Labour MP Jon Cruddas argues, it was popular because it represented an emotional connection, a way of thinking about the type of society that Britain was after the war — a covenant between each to look after all."