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Meet the future shapers

Meet the Recession-Busters

When the consumer economy starts to recover and create the next normal, the architects of recovery will not be economists or politicians – they will be premium consumers. It will be a two-speed recovery and the fast lane will be driven by a premium band of recession-busting consumers known as the New Economic Order.

Consumers are, after all, the ultimate shareholders of the consumer economy, so ignore these future-shapers at your peril.

Twenty-four percent of the population, the New Economic Order or NEOs are already shaping their new reality; planning for what it will look and feel like to come out of the Great COVID Lockdown. There are 4.7 million NEOs in Australia, 60 million in the US, and they are not called the New Economic Order for nothing – they are the most valuable consumers in the economy. And if history is any guide, follow them and you will find a better future. But more of that later.

After exhaustive evaluation by our data scientists, Roy Morgan has selected the NEO consumer framework to underpin our Premium suite of business solutions. Identified by social scientist Dr Ross Honeywill, NEOs are the consumers who munched, drank, invested, and spent their way through the last recession, SARS and the GFC.

NEOs spend more, more frequently and recover from economic slumps first and fastest.

In partnership with Dr Honeywill we are proud to reveal for the first time new digital-ready Premium framework to put you in the fast lane of the two-speed recovery. And as a gift from Roy Morgan during these difficult times, we are giving you a complimentary 6-month subscription to Roy Morgan Premium. ($9,750 value)

So, now you can recession-proof your business by reaching, motivating, and acquiring these truly resilient consumers as your most valuable customers.

So, let’s get going.

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NEO Profiles – the Recession-Busters

Hyper NEOs

The most NEO of all consumers on the planet, there are 478,000 Hyper-NEOs in Australia (that’s the top 10% of NEOs). They are not only hyper wealthy; they are hyper spenders. In fact, all of them are in the Big Spender category. These are the NEOs that fuel every luxury brand in the world.

Super NEOs

Australia’s Super NEOs are 3-times more likely than the average Australian to earn more than $250,000pa; and 3-times more likely to spend it. They are the top 50% of NEOs – that’s 2.4 million Australians. Like Hyper NEOs they are active with their money and spend it on experiences that make their hearts sing.


NEOs are inconspicuous consumers who spend less on traditional products and more on creating emotional experiences, investing in brands and experiences that are authentic. They want beauty, design, quality, rich information, authenticity, flexibility, provenance and choice. The 4.7 million NEOs living in Australia are creative, entrepreneurial and typically occupy professional and managerial roles.

Aspiring NEOs

The NEO algorithm is mercilessly commercial. Consumers who have NEO attitudes and values but don’t spend enough are classified as Aspiring NEOs. They might be teachers or young entrepreneurs or artists – or a thirty-something professional woman temporarily out of the workforce to have a child. There are 5.3 million Aspiring NEOs and they still spend more than the average Australian.

High-Value Traditionals

Over on Planet Traditional are the other 10 million adult Australians. And the most valuable 10% of them can’t be overlooked if you’re selling premium or even luxury products. They are typically retired and living outside capital cities – a mix of traditional pastoralists and sea/tree changers. So, they might buy a Range Rover or a Rolex, but they won’t be buying another one anytime soon.


They are the flipside to NEOs. Traditionals, no matter their income or net-wealth, are reluctant spenders – and when they do, they like others to notice. They are obsessed by deals, discounts, product features, and status. Everyone wants the best price, but for a Traditional it starts and ends with price. Whereas for a NEO price is just the cost of falling in love. NEOs and Traditionals are polar opposites.

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  • Bring data to life with Premium Data Explorer. Explore an entire world of NEO vs Traditional demographics
  • Understand NEOs by exploring their attitudes to just about everything. And discover where they go & what they love doing
  • Discover the media NEOs love most, and the right channels to reach & influence them
  • Use Live Mapping to reveal where NEOs live anywhere in Australia – right down to street level
  • Easily target the NEO Profiles on Facebook, Google, Adobe Ad Cloud and all major ad platforms. Or use NEO activation for mail, email, mobile, and outdoor


  • Give your agency a competitive edge – use PREMIUM Profiles in a pitch
  • Get creative guidelines for targeted premium content and creative development
  • Use PREMIUM Pixels to evaluate engagement with online content or campaigns
  • Acquire the ultimate in addressable audiences
  • Plan and buy PREMIUM Profiles via Roy Morgan Campaign Planner
  • Optimise spend by targeting only the Profiles that deliver for your client


  • Offer direct advertisers evidence-based premium audiences – already used by 6 of the Forbes top-10 brands in Australia
  • Monetise your audience share of PREMIUM Profiles, currently invisible to you
  • Use PREMIUM Profiles to develop sections, titles, programs, and digital assets to attract and monetise the most valuable audiences in Australia
  • Use PREMIUM Profiles as a common language with agencies and advertisers
  • Quantify the value of your audiences for advertisers across all industry sectors


Your fully interactive Mapping dashboard makes child’s play of locating your chosen Profiles with surgical precision

PREMIUM Analytics

Analyse your Profiles’ preferences across media, lifestyles, values, attitudes and interests, and in industry verticals including retail, tourism & hospitality, airlines, beverages, finance, automotive, telecommunications, and more


Get to know PREMIUM Profiles via your own dedicated web portal … and watch how they respond, in real-time


Plan and buy PREMIUM Profiles across all media activation channels via our extensive partner network, including programmatic, premium display and video, eDM, mobile, outdoor and letterbox advertising

How does it work?

Flag PREMIUM Profiles on your own customer database

Discover your Profile’s media preferences, lifestyles, values, attitudes and passions

Engage PREMIUM Profiles intimately with relevant hyper-personalised messaging

Evaluate the premium ROMI of your digital content & ad campaigns messaging


Claim your complimentary 6-Month Premium Subscription, a gift from Roy Morgan during COVID shutdown.

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