NEO Power
Ross Honeywill & Verity Byth
‘For the first time the amazing world of the NEO has been opened up. Honeywill & Byth understand better than anyone else how the consumer revolution is changing Australia. ’
Robert Gottliebsen (The Australian)‘Keep an eye out for the age of the NEOs. It may be nigh.’
Paul McIntyre (Sydney Morning Herald)‘Honeywill & Byth have shaken the very foundations of marketing in the 21st Century and have helped global industry prepare for this new world of business where past assumptions no longer work.’
Richard Cartiere (Publisher and business analyst, San Francisco)The changing face of Australia has been buried under a landslide of information that is often meaningless. Labels like ‘generation X’, ‘generation Y’, and ‘baby boomers’ don’t describe our desires or explain how and why we behave as complex human beings, let alone as workers, consumers, and homemakers.
To find a solution to this problem, Ross Honeywill and Verity Byth spent several years surveying hundreds of thousands of respondents, and examined more than 2000 social and behavioural characteristics. They discovered no less than a revolutionary breed that is charting a new course and reinventing the world.
Known as the New Economic Order, or NEO, 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.
As workers, they need to be stimulated and challenged, in flexible workspaces where they deal with challenges, make meaningful relationships, and share ideas and experiences. As consumers, they love authenticity, change, technology, and luxury, and revel in a world of rich information and ‘whispered secrets’.
This landmark book reveals startling evidence of how four million Australians are transforming the social and political landscape around us. It provides a new social compass that makes immediate sense of a confused world by using, for the first time, a bedrock of vast consumer research that identifies the fascinating and revolutionary changes occurring in society changes that will make a difference to every reader.
‘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 & 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 (then Executive Editor, Publishers Weekly, New York)'NEO Power demonstrates the extent to which so much of our decision-making is dominated by the techniques, principles and vocabulary of consumerism and marketing. This is much more than a debate about whether NEOs are particularly fond of cabernet sauvignon. It is also about how citizens, NEO or Traditional, engage in the political process, or seek spiritual enlightenment, or construct a set of personal values; and about how individuals justify the imperfections in their world views.'
Patrick Allington (Weekend Australian)'This analysis of 21st century consumerism (the trends have been around a long time but this is the first time they’ve been identified in this way) has profound implications for a number of industries ... On that basis alone, NEO Power must definitely be worth a read.'
Ricky Onsman (www.onsman.com)'A fascinating examination of the changes taking place in Australia ... it shines an important light on a key part of the social landscape.'
Derek Parker (The Australian)Ross Honeywill
The authors are joint directors of the privately funded consumer think-tank, the Centre for Customer Strategy.
Consumer behaviourist Ross Honeywill became an internationally recognised authority on the impact on Australia of a rapidly changing social fabric through his leadership role at KPMG (Asia Pacific) between 1997 and 2001. As a business strategist, he has played a central role in large-scale transformation projects for global brands. Prior to working at KPMG, Ross was a senior executive for national retail brands. He has won business and marketing awards in the tourism, property development, telecommunications and retail sectors.
Verity Byth
A respected social scientist, Verity Byth led the research and consumer analysis that underpins the NEO typology. Her professional experience ranges across industries from airlines and banking to tourism and retailing. Consumer Insights Director of the privately funded consumer think-tank, the Centre for Customer Strategy, Ms Byth designs and leads all its research projects including market-testing and development of brand strategies, marketing, and creative executions, and NEO consumer insights.
Website: www.neogroup.net
Buy from Readings
Extent: 272
Size: 234mm x 153mm
ISBN (10): 1921215 02X
ISBN (13): 9781921215025
RRP: $32.95
Pub date: October 2006
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