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.

According to <a href="https://www.google.com/url?q=https://live.roymorgan.com/products/premium&amp;sa=D&amp;source=calendar&amp;ust=1691923396524004&amp;usg=AOvVaw11PUZlWqe5dowVFr5NvsWF">Roy Morgan research</a>, 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 <a href="https://www.google.com/url?q=https://www.lvmh.com/&amp;sa=D&amp;source=calendar&amp;ust=1691923396524004&amp;usg=AOvVaw2Gg9ZFEFDZEgb2MaTkstZC">LVMH</a>, <a href="https://www.google.com/url?q=https://www.qantas.com.au/&amp;sa=D&amp;source=calendar&amp;ust=1691923396524004&amp;usg=AOvVaw04J5CUJxq8VvUgA8UJ0T7I">Qantas</a>, <a href="https://www.google.com/url?q=https://www.davidjones.com.au/&amp;sa=D&amp;source=calendar&amp;ust=1691923396524004&amp;usg=AOvVaw0tQqNdbejlmtJS6sk_CCEe">David Jones</a>, <a href="https://www.google.com/url?q=https://www.macquarie.com.au/&amp;sa=D&amp;source=calendar&amp;ust=1691923396524004&amp;usg=AOvVaw37vTtsNOuo08v-5fKQBJOD">Macquarie Bank</a>, <a href="https://www.google.com/url?q=https://www.lexus.com.au/&amp;sa=D&amp;source=calendar&amp;ust=1691923396524004&amp;usg=AOvVaw1AcWSpBH1rcPq-mhiUOWof">Lexus</a> and mattress company A.H. Beard. Tony Pearson, CEO of <a href="https://www.google.com/url?q=https://ahbeard.com/&amp;sa=D&amp;source=calendar&amp;ust=1691923396524004&amp;usg=AOvVaw3d7BbdPOWAGiweNr3ACHe7">A.H. Beard</a>, talks to Sean Aylmer about the value of NEO consumers, and why it requires different marketing.

Daily business news for people who make their own decisions, with business journalist Sean Aylmer and Michael Thompson. Find out more at https://fearandgreed.com.au

Daily business news for people who make their own decisions, with business journalist <a href="https://www.linkedin.com/in/sean-aylmer-9922068/" data-saferedirecturl="https://www.google.com/url?q=https://www.linkedin.com/in/sean-aylmer-9922068/&amp;source=gmail&amp;ust=1689199223540000&amp;usg=AOvVaw0wu3ezGEfBZFYspJbTTaYL">Sean Aylmer</a> and <a href="https://www.linkedin.com/in/mcwthompson/" data-saferedirecturl="https://www.google.com/url?q=https://www.linkedin.com/in/mcwthompson/&amp;source=gmail&amp;ust=1689199223540000&amp;usg=AOvVaw08pZ8jZ88rHJgCfbHkTr5k">Michael Thompson</a>. Find out more at <a href="https://protect-au.mimecast.com/s/7AmQCOMxmAtl5q0qiE-KY7?domain=fearandgreed.com.au/" data-saferedirecturl="https://www.google.com/url?q=https://protect-au.mimecast.com/s/7AmQCOMxmAtl5q0qiE-KY7?domain%3Dfearandgreed.com.au/&amp;source=gmail&amp;ust=1689199223540000&amp;usg=AOvVaw1DLq_FuqjEt3HC-ZK1704H">https://fearandgreed.com.au</a>

Fear and Greed is Australia's most popular business podcast.

FEAR & GREED | Business News

Daily business news for people who make their own decisions, with business journalist <a href="https://www.linkedin.com/in/sean-aylmer-9922068/">Sean Aylmer</a> and <a href="https://www.linkedin.com/in/mcwthompson/">Michael Thompson</a>. Find out more at <a href="https://protect-au.mimecast.com/s/7AmQCOMxmAtl5q0qiE-KY7?domain=fearandgreed.com.au/">https://fearandgreed.com.au</a>

Interview: Why this class of consumers just keep on spending

https://api.omny.fm/orgs/2fb3740d-3436-44af-8cc0-a91900716aa5/clips/2d4cf359-4ebb-4ae5-8602-b05800b0a903/transcript

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