Two-Speed Consumer Economy

Make no mistake, we are in a two-speed consumer economy, and the fast lane is being driven by a premium band of recession-busting consumers known as the New Economic Order or NEO.

Identified and developed by social scientist Dr Ross Honeywill, NEOs are the consumers who just consumed their way through the COVID recession.

National and global brands that have used NEOs as a growth engine include Lexus, Abercrombie & Kent, Moët-Hennessy, Qantas, Four Seasons Hotels & Resorts, NAB, Westpac Broking, David Jones, JB Hi-Fi, Energex Energy, Macquarie Bank, Tourism Tasmania, A.H. Beard, and many more.

Twenty-four percent of the population, Australians with a NEO mindset are already shaping the future. There are 5 million NEOs in Australia and 60 million in the US, and they are not called the New Economic Order for nothing – they are the highest-spending consumers in the economy. If history is any guide, follow them and you will find a better future. But more of that later.

Compared to the 10 million Australians with a traditional mindset, many of whom are affluent, NEOs spend 2.65 times more on, for example, retail purchases. They are 24% of the population but account for 41% of all retail sales. On the flip side, traditional consumers are 50% of the population but account for only 33% of retail spending.

In partnership with Dr Honeywill, we are proud to reveal for the first time a new digital-ready Premiumisation framework to put you in the fast lane of the two-speed economy. Scroll down to discover the rewarding world of NEOs.

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The NEO Profiles are your Recession-Busters

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Watch the short video

Businesses

  • Bring data to life with NEO Data Explorer. Explore an entire world of NEO vs Traditional demographics.
  • Understand NEOs by exploring their attitudes to just about everything. And discover where they go & what they love doing.
  • Discover the media NEOs love most, and the right channels to reach & engage them
  • Use Live Mapping to reveal where NEOs live, anywhere in Australia – right down to street level.
  • Easily target the NEO Profiles on Facebook, Google, Adobe Ad Cloud and all major ad platforms. Or use NEO activation for mail, email, mobile, and outdoor.

Agencies

  • MEDIA … NEOs are now available on your Roy Morgan database (free on a trial basis until September).
  • CREATIVE … ask us for creative guidelines for targeted premium content and creative development./li>
  • Use NEO Pixels to evaluate NEO engagement with online content or campaigns.
  • NEOs are now 5 million addressable audiences of one: get digital NEOs.
  • Use NEO data and insights to give your next pitch a standout competitive advantage.
  • Optimise client spend by targeting the highest-spending, future-shaping consumers on the planet.

Media Owners

  • MEDIA … NEOs are now available on your Roy Morgan database (free on a trial basis until September).
  • Offer your direct advertisers evidence-based NEO audiences – already used by 6 of the Forbes top-10 brands in Australia.
  • Monetise your audience share of NEO Profiles.
  • Use NEO Profiles to develop sections, titles, programs, and digital assets to attract and monetise the most valuable audiences in Australia.
  • Use NEO Profiles as a common language between agencies and advertisers
  • Quantify the value of your audiences for advertisers across all industry sectors.

Understand

Get to know NEOs. Explore their demographics, their attitudes, activities, interests,and media preferences. You control the data

Locate

This interactive tool enables you to find NEO Profiles right down to street level, with surgical precision. Anywhere in Australia

Acquire

Buy ads for NEOs on Facebook, Google, Adobe Ad Cloud + programmatic, display, YouTube, eDM, outdoor and even addressed mail

Evaluate

Discover if your ad or website content is engaging NEOs by putting a pixel in your ads and web content. It’s easy and pretty much instantaneous

How does it work?

Flag PREMIUM Profiles on your own customer database

Discover your Profile’s media preferences, lifestyles, values, attitudes and passions

Engage PREMIUM Profiles intimately with relevant hyper-personalised messaging

Evaluate the premium ROMI of your digital content & ad campaigns messaging

Get started with

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