a uk government budget surplus in 2001–2 was followed by many years of budget deficit and after the financial crisis of 2007–2008 a period of economic recession began in the country. the first austerity measures were introduced in late 2008. in 2009, the term "age of austerity", which had previously been used to describe the years immediately following world war ii, was popularised by conservative party leader david cameron. in his keynote speech to the conservative party forum in cheltenham on 26 april 2009 he declared that "the age of irresponsibility is giving way to the age of austerity" and committed to end years of what he characterised as excessive government spending. conservative party leaders also promoted the idea of budget cuts bringing about the big society, a political ideology involving reduced government, with grass-roots organizations, charities and private companies delivering public services more efficiently.