Social researchers Ross HoneywIll and Verity Byth have developed a revolutionary new way at looking at how people behave and, in particular, consume. Using the results from surveys of hundreds of thousands of individuals, the authors divide the population into what they term Traditional, Evolver and NEO (New Economic Order) groups. NEOs are socially progressive and tend to be economically conservative and culturally adventurous. They also exhibit high levels of consumption. When they consume they are looking for an experience that is personally fulfilling and they are willing to pay higher prices for goods and services that deliver a rewarding experience. Traditional individuals are socially conservative and financially cautious – they are looking for predictable experiences. The Traditional travels to Thailand and sees a McDonalds and feels comforted, the NEO sees a McDonalds and thinks ‘oh no!’. Companies and organisations that can appeal to, and understand, NEOs can benefit dramatically. For example, NEOs tend to vote conservative because they perceive that conservative parties deliver stable economic policy, but they are socially progressive and are emotionally and intellectually drawn to many policies on the Left – if the Left could convince NEOs of its economic credentials, it could harness the NEO power. NEO Power is fascinating stuff.

Mark Rubbo is the Managing Director of Readings Books, Film & Music.