the moral minority aiming to mend our ways

I found this interesting article linked on christop's blog.

They're the New Puritans. A generation of young, educated and opinionated people determined to sidestep the consumerist perils of modern life. So if you own a 4x4, spend all your time shopping, or are simply overweight - watch your back. Lucy Siegle meets the moral minority aiming to mend our ways