They may have disposable income, but whatever they make they live below their means, in a conscious effort to tread lightly on the Earth.
They are a new breed of Gen Xers and Ys, Young and Wealthy but Normal, or Yawns.
The acronym comes from The Sunday Telegraph of London, which noted that an increasing number of rich young Britons are socially aware, concerned about the environment and given less to consuming than to giving money to charity.
Yawns sound dull, but they are the new movers and shakers, their dreams big and bold. They are men and women in their 20s, 30s and 40s who want nothing less than to change the world and save the planet.
Take Glen Dake, a landscape architect who lives in Silver Lake, who makes a good living with a client list that includes the city of West Hollywood, Los Angeles County and retail developer Macerich.
Those clients allow Dake to work 30 hours a week so he can spend the rest of the week and one weekend day in community gardens in Watts.