First there were hippies. Then there were yuppies. And now, swarming around us in their ethical yet impossibly stylish shoes, we have scuppies, a hybrid of the two.

Standing for Socially Conscious Upwardly Mobile Persons, scuppies are the most influential consumer group of our time. Just like hippies, they care about society and the environment - but, just like yuppies, they care about their quality of life and bank balance, too.

The term was coined by the self-confessed American scuppie Chuck Failla: “I’m a professional. I’m ambitious, I like nice things. I want security and a degree of wealth. But I don’t like to go after those goals in anything other than a socially conscious way.” Now, thanks to a scuppie manifesto on his website and The Scuppie Handbook, due to hit the shelves later this year, he is showing others how to live the scuppie way.

Being a scuppie is about having a high-quality, ethical lifestyle. Scuppies have decent jobs and make good money, but might, like Failla, indulge in a little pro bono work on the side. They still buy all the nice stuff, they just make sure it doesn’t come at (too high) an environmental/social/human cost. So, Starbucks is fine, if it’s Fairtrade coffee. And pomegranates flown in from Madagascar are okay on homemade granola in the morning, if they were carried home from Whole Foods Market in a recycled paper bag.

There is more, however, to gain from scuppieness than a warm, fuzzy feeling as you slide between your organic cotton sheets at night. It also grants you access to the most prestigious of social groups. Thanks to the glamorous cult of green, being socially conscious and eco-aware is the norm among most people swanning around at the upper echelons of society. From Bono to Leonardo DiCaprio, conspicuous consumerism is out and caring consumerism is in. There’s money in it, too. Look at all the hippie capitalists coining it in, from the Welsh couple behind the clothing line Howies to the three handsome men who founded Innocent smoothies - caring, Fairtrade linen trouser-wearing and gazillionaires, all at the same time.

Naturally, scuppies have come under attack from the more hardcore elements of the eco-movement, riled by the rampant contradictions at the heart of their practices. But there are degrees of scuppiedom. “You might be 80% hippie and 20% yuppie, or 40% hippie and the rest yuppie,” Failla says. “But you’re not going to find a scuppie chaining himself to a redwood tree in a forest or in an inflatable boat, chasing an oil tanker.”

You will, however, find them in the organic cafe, at the school gates and in your Bikram yoga class, because the scuppie group is growing – and fast. In fact, chances are there is one sitting opposite you at the breakfast table right now.

scuppie.com

MR SCUPPIE

Heroes Chris Martin, Hugh Fearnley-Whittingstall and (secretly) David Cameron

Wears Bespoke organic linen suit for the office, Howies shorts and Toms shoes at the weekend, and a watch by newly carbon-neutral IWC

Spends his day Investing in renewable energy sources/dreaming up an eco brand/working in disaster insurance

Has given up His BMW

Now drives A Toyota Prius

Likes to consume Burgers from Daylesford Organic and cider from the Avalon Vineyard, Somerset

Currently reading Innocent: Building a Brand from Nothing but Fruit by John Simmons

Official favourite hobby Mentoring underprivileged chiildren

Unofficial favourite hobby Heli-skiing

MRS SCUPPIE

Heroines Anita Roddick, Stella McCartney and Savannah Miller

Shops at Whole Foods Market, Abel & Cole and Green Baby

Wears People Tree dresses, Terra Plana shoes and home-knitted cashmere scarves

Spends her day Running an organic baby-clothing business from home and organising the local Freecycle community

Has given up Her Chelsea tractor

Now drives A tricycle with a basket and child pod

Beauty regime Louise Galvin Sacred Locks haircare and Organic Pharmacy Face Firming Serum

Currently reading A Slice of Organic Life by Sheherazade Goldsmith

Official favourite hobby Taking the kids to yoga

Unofficial favourite hobby Topshop

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