While Massachusetts was founded by strict Puritans seeking reform from the Church, the level of piety had notably decreased by the turn of the 18th century. By 1730 church membership had diminished and in most congregations only a minority of townspeople, mostly men, were members. "Sexual morality, one indicator of piety in practice, had become so relaxed that the parents of children born within seven months of marriage were frequently treated as if they had not engaged in fornication." By 1740, when English evangelist George Whitefield visited Massachusetts, a revival was at hand. " Whitefield preached for a month at Boston, converting hundreds of people, sailors, slaves, and apprentices as well as merchants and manufacturers." The work of Whitefield and other evangelists were a product of what would be known as the Great Awakening. All of a sudden: "loose women, impudent boys, and hardened sinners felt themselves filled by the workings of the Lord's spirit." This reawakening of faith was welcomed by some, but not all colonists in Massachusetts.
This 'awakening' brought with it a new style of evangelical preaching must less stringent and traditional than Puritan customs. "This assault on the time honored plain style of Puritan preaching aroused defensive reactions from clergymen who neither knew nor wanted any other way" The Great Awakening in the end "divided the people of Massachusetts into two camps, those who saw the new light, and those who, unmoved, continued to worship under the guidance of the old light." By the mid 1740's the Great Awakening left Massachusetts society more divided than ever before.
References:
Brown, Richard D. and Jack Tager. Massachusetts: A Concise History. Amherst: University of Massachusetts Press, 2000.