NEO Brand Awards 2026
In this webinar, social scientist Dr. Ross Honeywill reveals the 2026 NEO Brand Awards, identifying the brands earning loyalty from the 5.5 million Australians who account for the majority of elective spending.
The awards recognise 12 category winners across travel, luxury, retail, finance, home, digital life, mobility, and energy. The awards are evidence-based and cannot be purchased or sponsored: winners are determined through Roy Morgan Single Source data, the NEO psychographic lens, and cultural judgement applied to brands whose influence outpaces their scale.
About the NEO Operating System
The NEO Brand Awards are produced by The Right Customer, whose NEO Operating System — a suite of eight agentic AI tools built around the NEO psychographic — gives brands on-demand access to NEO intelligence for customer identification, brand diagnostics, proposition design, and campaign optimisation.
Media enquiries
Dr Ross Honeywill
Social scientist and founder, The Right Customer
0418 175 822
ross@therightcustomer.com
Notes to editors
NEOs (New Economic Order) are a psychographic population classification identified in Roy Morgan Single Source data. They represent 24 per cent of Australians aged 14 and over (approximately 5.5 million people) and account for the majority of elective spending in Australia. NEOs spend three times more than the 11.5 million Australians with a Traditional consumer mindset. Dr Honeywill is available for interview and can provide category-specific commentary on request.
Margin of Error
The margin of error to be allowed for in any estimate depends mainly on the number of interviews on which it is based. Margin of error gives indications of the likely range within which estimates would be 95% likely to fall, expressed as the number of percentage points above or below the actual estimate. Allowance for design effects (such as stratification and weighting) should be made as appropriate.
| Sample Size | Percentage Estimate |
| 40% – 60% | 25% or 75% | 10% or 90% | 5% or 95% | |
| 1,000 | ±3.0 | ±2.7 | ±1.9 | ±1.3 |
| 5,000 | ±1.4 | ±1.2 | ±0.8 | ±0.6 |
| 7,500 | ±1.1 | ±1.0 | ±0.7 | ±0.5 |
| 10,000 | ±1.0 | ±0.9 | ±0.6 | ±0.4 |
| 20,000 | ±0.7 | ±0.6 | ±0.4 | ±0.3 |
| 50,000 | ±0.4 | ±0.4 | ±0.3 | ±0.2 |
