Neo Power

by Ross Honeywill & Verity Blyth

Current Status: En Route

Year Published: 2006

How the new economic order is changing the way we live, work and play

If Ross and Verity's research is anything to go by, there is a new economic order changing the way we live, work and play. And businesses, marketers, governments and corporate individuals should take heed.

The changing face of Australia has been buried under a landslide of information that is often meaningless - labels like Gen X, Gen Y and Baby Boomers dont describe or explain how and why we behave as complex human beings, let alone as workers, consumers and homemakers.

Meet the NEO's - the new consumer group powering the economy of Australia and a nightmare for conventional marketers. These new consumers represent 24% of the population, yet drive a massive 54% of all discretionary spending. They are better educated, vote for the Coalition but prefer Labor's progressive social views, like football but love the arts, dominate the Internet, believe food is a celebration of the day, earn more, spend more and demand more from just about everyone.

The authors' research uncovers new secrets in consumer behaviour that defies most conventional marketing rules. Several years of research has uncovered a revolutionary breed that is charting a new course and reinventing the world.

This fascinating book reveals startling evidence of how 4 million Australians are transforming the social and political landscape around us and provides in-depth insight into the new consumer power driving modern consumption. Can your organisation afford to miss out on targeting this influential bunch?