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NEOs have greater spending capacity

NEOs dominate every income category above $40,000 per year and are 3 times more likely than anyone else to earn in excess of $150,000. What is significant however is that they earn more because they’re NEOs rather than being NEOs because they earn more.

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Income was not used to identify the most valuable consumers in the economy because income, like other demographic factors, is a poor determinant of spending behaviour. High income doesn’t automatically make a consumer happy to spend. Wealthy Traditionals, for example, are reluctant spenders.

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