1: The Historical Emergence of NEOs

Overview

The NEO mindset crystallised from significant societal and economic transformations that began in the late 20th century. These shifts—marked by globalisation, technological advancement, and cultural reorientation—reshaped how individuals interact with the world.

Key Points:

The Birth of the NEO:

NEOs emerged during the 1990s, following a period of global instability, including tectonic societal shifts and the onset of the Information Age.
Social bifurcation created two distinct mindsets: NEO (progressive, adaptive, quality-driven) and Traditional (conservative, stability-focused, price-sensitive).
The 5 million Australians and 65 million Americans with a NEO mindset are the right customers.
The 11.5 million Australians and 130 million Americans with a Traditional mindset are the wrong customers.

The Two-Speed Consumer Economy:

In the 2020s, the consumer economy split into two ‘lanes’:

Fast Lane: NEOs driving innovation, high spending, and cultural transformation.
Slow Lane: Reluctant spending Traditionals seeking cost savings, familiarity, and incremental change.

Activity:

Think about how the NEO mindset could be of value in your daily role or business.