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.

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.