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

by Ross Honeywill, Verity Byth

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.

Product Details

ISBN-13:	9781921215025
Publisher:	Scribe Publications Party Limited
Publication date:	10/01/2007
Pages:	272
Product dimensions:	6.00(w) x 9.10(h) x 0.90(d)

About 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.

 

Table of Contents

Preface: the new social compass     vii
Introduction: the path less travelled     xi
Planet NEO
True North     3
NEOs: a snapshot     12
Making Social Waves     25
NEOs in the Third Space     36
NEOs at Work     48
NEOs at Home     60
The NEO Neighbourhood     66
NEOs Embracing Life
Introduction     83
Travel: NEOs taking the path less travelled     87
Media and Communications: NEOs connecting with their world     107
Food and Wine: NEOs celebrating the good life     123
Shopping: NEOs exploring their identities     138
Financial Services: NEOs facilitating lifestyle decisions     148
Cars, Homes, and Investments: NEOs investing in a better future     152
Luxury: NEOs and the lure of infinite refinement     156
The NEO Trends
Global is the New Local     173
The Doctor is in - and it's You     181
No-Age is the Best Age     190
God is Back, but No One's Kneeling     199
Fascinomas are Redefining Desire     204
Water is the New Oil     211
Private is the New Public     216
How Many Light Globes Does it Take to Change aCulture?     221
Design is the New Passion     226
The Message is the Medium     234
Conclusion     243
NEOs, Traditionals, and Evolvers at a Glance     245
Acknowledgements     251

Editorial Reviews

"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

From the Publisher