Business Education Finance Social

YAWN: A new breed of affluents

“In the Eighties, the yuppies brayed into their oversized mobiles and Gordon Gekko declared in the film Wall Street that greed was good.

In the Nineties, Harry Enfield’s self-made Brummies boasted that they were “considerably richer than yow”, while City high-fliers guzzled magnums of Champagne and dashed around in their flashy sports cars.

A new generation of the seriously rich has emerged, but with a difference: the ostentation has gone. The new breed is self-made, socially aware, concerned about the planet and gives a lot of money to charity. They are the “Yawns” – young and wealthy but normal.” – Telegraph

Young rich are more Yawn than yuppie