Economic Significance

NEOs are far from some small niche in society — they are a quarter of the population, and have powerful social and economic clout. They will buy new technology — all those 3G mobile phones, laptops, wireless Broadband and iPods,— but they’ll also spend their hard-won rewards on new home purchases, travel, eating, drinking, investing, and an entire range of services that make their lives easier, more individual, and more controllable.

Between them, NEOs and Evolvers account for 93 % of ‘Big Spenders’, i.e. the top third of discretionary spenders in the developed economies of North America, Britain, Australia and New Zealand.

In addition to the 6 million NEOs in Canada, there are 4 million in Australia, 12 million in the UK, and a staggering 59 million in the USA.