NEO Power: How the New Economic Order Is Changing the Way We Live, Work, and Play

Overview

Revealing startling evidence of how four million Australians are transforming the social and political landscape, this landmark book compiles vast consumer research and examinations of more than 2,000 social and behavioral characteristics to reveal a new approach to marketing based on discretionary consumption. Known as the New Economic Order, the NEOs are powering the economy. NEOs have greater spending propensity and capacity, prefer premium lifestyle experiences, plan and buy on ...

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2007 Trade paperback New. No dust jacket as issued. Trade paperback (US). Glued binding. 252 p. Contains: Illustrations. Audience: General/trade. BRAND NEW! !

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Overview

Revealing startling evidence of how four million Australians are transforming the social and political landscape, this landmark book compiles vast consumer research and examinations of more than 2,000 social and behavioral characteristics to reveal a new approach to marketing based on discretionary consumption. Known as the New Economic Order, the NEOs are powering the economy. NEOs have greater spending propensity and capacity, prefer premium lifestyle experiences, plan and buy on the internet, look for tools to help manage their lives, and are fundamentally different from the rest of society.

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Editorial Reviews

From the Publisher

"For the first time the amazing world of the NEO has been opened up. Honeywill and Byth understand better than anyone else how the consumer revolution is changing Australia."  —The Australian

"A fascinating examination of the changes taking place in Australia ... it shines an important light on a key part of the social landscape."  —The Australian

"Honeywill and Byth, very bright ex-KPMG partners, are I believe the first people to significantly understand what makes the modern consumer tick, and how their buying behaviour can be influenced."  —Sir Richard Heygate Founder, Sophron Partners, London

"Honeywill and Byth's exciting approach to consumer behavior focuses on discretionary spending for products or services that add to the quality of one's life. Businesss leaders would do well to wake up to their message."  —  John Mutter, executive editor, Publishers Weekly

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Product Details

  • ISBN-13: 9781921215025
  • Publisher: Scribe Publications Party Limited
  • Publication date: 10/1/2007
  • Pages: 272
  • Product dimensions: 6.00 (w) x 9.10 (h) x 0.90 (d)

Meet the Author


Ross Honeywill has won business and marketing awards in the tourism, property development, telecommunications and retail sectors. Verity Byth is a social scientist. They are joint directors of the privately funded consumer think tank, the Center for Customer Strategy in Australia.

 

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Table of Contents

Introduction: the path less travelled

Pt. 1 Planet NEO

1 True North 3

2 NEOs: a snapshot 12

3 Making Social Waves 25

4 NEOs in the Third Space 36

5 NEOs at Work 48

6 NEOs at Home 60

7 The NEO Neighbourhood 66

Pt. 2 NEOs Embracing Life

8 Travel: NEOs taking the path less travelled 87

9 Media and Communications: NEOs connecting with their world 107

10 Food and Wine: NEOs celebratingthe good life 123

11 Shopping: NEOs exploring their identities 138

12 Financial Services: NEOs facilitating lifestyle decisions 148

13 Cars, Homes, and Investments: NEOs investing in a better future 152

14 Luxury: NEOs and the lure of infinite refinement 156

Pt. 3 The NEO Trends

15 Global is the New Local 173

16 The Doctor is in - and it's You 181

17 No-Age is the Best Age 190

18 God is Back, but No One's Kneeling 199

19 Fascinomas are Redefining Desire 204

20 Water is the New Oil 211

21 Private is the New Public 216

22 How Many Light Globes Does it Take to Change a Culture? 221

23 Design is the New Passion 226

24 The Message is the Medium 234

Conclusion 243

Appendix: NEOs, Traditionals, and Evolvers at a Glance 245

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  • Anonymous

    Posted June 8, 2007

    Brave New World of Consumer Insight

    'NEO Power' changes the rules of consumer value and social trends. Honeywill & Byth draw on more than 500,000 research respondents to paint a colorful picture of a transforming world. They pinpoint the 59 million Americans who are leading the change - NEOs 'an acronym for New Economic Order' - who are the most valuable consumers, most productive employees and the most influential citizens. They use Australian data and examples but this book has international application.This is the most sophisticated method of segmenting society and the market I have encountered. 'NEO Power' is my book of the year...I will never view society in the old way again.

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