113 Million Markets of One
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The recent focus on ‘the one percent’, a group that has come to be associated with wealth and power, obscures where the real source of capital and power lies today. Seventy seven per cent of discretionary spending – the engine that drives the American economy - comes from just 46 per cent of the population. This group, whose members cannot be defined by age, gender, or income, are responsible for those parts of the American economy that are thriving despite the toughest conditions in living memory. We call them NEOs, short for the New Economic Order, as their spending adds up to an economy within an economy, wherever they are.
So far, they have remained undetected by businesses and government. If you’re in business, you need to know who they are and what they really value as their discovery reveals the potential for significant growth across all sectors and in every state of the Union. But more importantly, their existence points to a potential blueprint for building a sustainable economic engine, capable of powering America out of its current crisis and through the next century, transforming the country from being a victim of globalization and technology to becoming one of the winners once more. The NEO Economy already exists, but its potential to remodel the entire US economy has barely been touched.