According to Roy Morgan research, we operate on a two-speed consumer economy. 10 million Australians have a traditional mindset when it comes to spending - but 5 million Australians are considered ‘new economic order’ or NEO consumers, spending up to 300% more than traditional consumers.

This data has been used by brands like LVMH, Qantas, David Jones, Macquarie Bank, Lexus and mattress company A.H. Beard. Tony Pearson, CEO of A.H. Beard, talks to Sean Aylmer about the value of NEO consumers, and why it requires different marketing.