A US$9 trillion economy. A different route to growth.

Put your business to work in the American NEO Economy.

Profitable growth starts with understanding where customer value sits—and what gives those customers a reason to choose you. In the United States, the NEO Economy accounts for 41.3% of annual consumption, created by 24.0% of consumers.

These consumers are defined by mindset: curiosity, openness, a desire for meaningful experiences and a strong sense of personal value. They buy across everyday categories and premium markets. Age and income alone do not explain what earns their preference.

The scale of the opportunity.

24.0% of consumers.

68.88 million Americans aged 14+. The Traditional Economy represents 50.0% of consumers.

41.3% of annual consumption.

US$9 trillion attributed to the NEO Economy, compared with 31.6% in the Traditional Economy.

50.3% of discretionary consumption.

US$3.99 trillion attributed to the NEO Economy, compared with 23.1% in the Traditional Economy.

Source: Social Intelligence Lab, canonical United States model. Annual US-dollar amounts; consumers aged 14+. Consumption figures are modelled allocations of national household consumption to mindset groups, not directly observed individual spending. Aspiring NEOs form a separate group and are excluded from the NEO totals above.

Turn market understanding into better business decisions.

Your highest-value customers need a compelling reason to stay. NEO OS brings the evidence into the decisions that shape acquisition, perceived value, pricing power and retention.

Find the customers who change the economics.

Understand the NEO mindset in your market and define the audiences and customer relationships that matter to growth.

Give them a stronger reason to choose you.

Test propositions, pricing and creative against what these customers value. Identify where a message, benefit or experience is losing its force.

Protect and grow the relationship.

Assess partnerships and experiences, develop useful personas and equip your team to keep customer value at the centre of commercial decisions.

Your priorities. Your choice of agents.

NEO OS combines specialist agents, NEO evidence and expert interpretation in a self-managed operating system. You choose the agents and when to use them. We run the selected work, interpret the evidence and return recommendations for your team to put into practice.

Your token bank and dashboard keep the work visible: what has been commissioned, what has been deployed and what remains available.

Explore the eight agents and token system Read the research

Start with the business decision.

Tell us about your US market, the customers you need to win or retain, and the decision in front of you. We will establish the right scope and starting point for your business.

Discuss NEO OS in the United States Use the enquiry form

The Right Customer

Grow your business in the NEO Economy.

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