“Thrift? I don’t know the meaning of the word!”

In a recent BBC radio program Sanchia Berg carried out an experiment, she tested 36 children in a North London primary school using an old (1940s/50s) 11-plus (secondary school selection) test paper.

One salutary finding from the comprehension test was that not one of these able children in 2008 understood the word ‘thrifty’! In the UK at least, it would seem that this traditional ‘puritan’ virtue may not have fared well in the face of a rising consumer culture of material self-indulgence.
But what are the implications for economic sustainability?

Berg, S. (2008) Today’s children sit old 11-plus, BBC Radio 4, 09.04, 30.6.08

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