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NEO - New Economic Order.

Don't just take our word for it, take a look at these sites and formulate your own opinion.

http://catalogue.nla.gov.au/Record/3721180
http://www.scribepublications.com.au/book/neopower

People cannot just be defined by simple demographic, but must also be assessed by the psychographic characteristics. The psychographic characteristics below define people falling into the identifying characteristics of the NEO.

NEO is the core Merge reader.

Defined :

Traditional	NEO
Are attracted to ‘the deal’ and motivated by discounts and price offers	Have a sense of investment when they buy – a bargain for a NEO is ‘something that is cheaper today than it will be tomorrow’ rather than ‘something that is cheaper today than it was yesterday’
Have a preference for function ahead of design; cost ahead of lasting quality	Have low confidence that discounts and price offers will automatically deliver the quality experience they expect
Tend to be conspicuous consumers – branded products are external symbols of who they are or what they do	Will focus on price only when they have low involvement with a purchase – when desire is not in play
Prefer the tried and true ahead of the new and challenging	Have a preference for premium-lifestyle products – the well designed, high-quality products at the top of every merchandise category
See brands as shortcuts to certainty and symbols of belonging	Are inconspicuous consumers – brands are secrets to be whispered to themselves and to others who share their values, rather than external symbols of who they are or what they do
Will buy luxury products if they can afford them, but do so infrequently. And when they do they are buying them for status rather than as a whispered secret to themselves.	Have a high appetite for all kinds of rich information and rich content – they read more, know more, expect more and will pay more
Have a low locus of control and tend to believe life is determined by luck rather than any action they can take to influence outcomes	Are more willing than anyone else to try something new, to take the path least travelled
Are slower to adopt new technology with lower percentages using the internet regularly	Are individualists with a high locus of control – they believe success is determined by planning rather than by luck
Cross all age barriers but are more highly represented in the 50 age profiles	Regularly use, and are comfortable with, the internet – are happy to adopt new technology, but only when it delivers a service that matches their expectations and aspirations
Prefer mass marketing and mass communication	Are socially active, have a strong sense of social and ethical responsibility, and like to convince others of their opinions