New Puritans

They're young, educated, opinionated, and early adopters. They just may have an "enhanced ability to recognize the pitfalls of contemporary life."

Something very interesting, indeed radical, is happening to Britain,' confirms Jim Murphy, associate director of the Future Foundation, the trends forecaster which coined the term 'New Puritan'
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a New Puritan does not binge drink, smoke, buy big brands, take cheap flights, eat junk food, have multiple sexual partners, waste money on designer clothes, grow beyond their optimum weight, subscribe to celebrity magazines, drive a flash car, or live to watch television. And the list is likely to grow longer: research by the Future Foundation has found that 80 per cent of people agreed that alcohol should not be allowed at work at all; 25 per cent said snack products should not be offered at business meetings; more than a third agreed that we should think twice before giving sweets and chocolates as gifts to family and friends, and a further 25 per cent thought that 'the government should start a campaign to discourage people from drinking alcohol on their own at home'