What does it mean to market through a NEO lens?
It begins with understanding the core principles that guide the NEO mindset. NEO is not a segment; it’s a way of life, a decision-making lens. NEOs prioritise authenticity, quality, and sustainability. They are not swayed by pompous claims or fleeting trends; rather, they seek depth and integrity in the brands they choose to engage with. They expect businesses to offer transparency, to tell stories that resonate with their beliefs, and to provide products and services that reflect a commitment to the greater good.
Take, for example, the rise of slow fashion brands in recent years. While traditional retailers continue to churn out high-volume, low-cost apparel, businesses catering to NEOs are thriving by embracing a more deliberate approach to fashion. These brands, such as Everlane or Patagonia, have successfully tapped into the NEO ethos by focusing not just on what they sell but on why it matters. They emphasise the story behind their products—the sourcing of materials, the craftsmanship, the environmental impact—and in doing so, they forge a deeper connection with their precious audience.
For SMEs, this emphasis on storytelling is crucial. Marketing through a NEO lens means recognising that customers today are not passive recipients of information—they are active participants in shaping narratives. NEOs seek out brands that align with their own narrative—businesses that help them express their identities and affirm their beliefs. This is why traditional marketing tactics, like trumpeted-headline advertising or celebrity endorsements, often fall flat. NEOs value subtlety and integrity, preferring brands that allow them to discover rather than being told what to think. They yearn for the whispered secret, not the shouted headline.
But understanding the NEO mindset is just the beginning. For SMEs, the challenge is in translating this understanding into actionable strategies and tactics that resonate. This requires a fundamental shift in perspective—moving away from product-focused marketing and towards purpose-driven engagement. It means being intentional about what you communicate and how you communicate it. It’s not just about what you sell but what you believe in and what you stand for.
This approach has clear implications for how businesses position themselves in the market. A small organic café, for instance, isn’t just competing on the quality of its coffee or the ambience of its space. It’s competing on the story it tells about its sourcing practices, its commitment to sustainability, and its role in the community. The café that effectively communicates its purpose—to support local farmers, reduce waste, and create a welcoming environment—will attract NEO customers who share those values. And once that connection is made, it isn’t easily broken. NEOs are fiercely loyal to the brands they believe in, often going out of their way to support businesses that align with their principles.
This loyalty is one of the most significant reasons SMEs embrace the NEO mindset. When NEOs find a business that resonates with them, they don’t just become customers—they become advocates, even activists. They are eager to share their discoveries with their networks, spreading the word through social media, reviews, and word-of-mouth recommendations. This organic advocacy is more powerful than any traditional marketing campaign, as it leverages the trust and authenticity of personal connections. However, to earn this loyalty, businesses must demonstrate that they are worthy of it.
One of the most effective ways to build trust is through transparency. NEOs are naturally curious and value brands that are open about their practices, challenges, and missions. For a small business, transparency isn’t just a strategy; it’s an imperative to build credibility and deepen relationships. Take the example of a local craft brewery. Instead of simply promoting its beers, the brewery shares stories about its brewing process, the origins of its ingredients, and its commitment to sustainable practices. It invites customers to be part of the journey and to learn about the intricacies of craft brewing and the thoughtful, often creative, decisions that go into each batch. This transparency doesn’t just build trust—it creates a sense of partnership between the business and its NEO customers.
For SMEs, adopting a NEO lens isn’t just about rethinking marketing tactics—it’s about embracing a new way of doing business. It’s about understanding that today’s consumers are looking for more than just transactions; they’re looking for emotional connections. They want to engage with brands that reflect their values, offer quality experiences, and communicate with integrity. And they are willing to invest their time, money, and loyalty in businesses that share their vision of the world.
In this context, marketing becomes less about promotion and more about building relationships. It’s about recognising that every interaction with a customer is an opportunity to reinforce your values and demonstrate your purpose. It’s about understanding that the NEO mindset isn’t a trend—it’s a reflection of a broader cultural shift towards authenticity, transparency, and meaning. And it’s about embracing the idea that small businesses, with their ability to be agile and personal, are uniquely positioned to connect with NEOs in ways that larger corporations find more of a challenge.
Ultimately, marketing through a NEO lens offers SMEs a chance to compete on their own terms—not outspending or outshouting larger competitors but out-connecting them. You need to see every customer interaction as an opportunity to create value, build trust, and forge lasting relationships. For SMEs willing to embrace this approach, the potential rewards are immense—not just in terms of sales, but in terms of advocacy, lifetime value, and long-term growth.
However, embracing a NEO lens isn’t without its challenges. It requires a willingness to be introspective, to question old assumptions, and to continuously evolve in response to changing NEO aspirations and expectations. But for those businesses that commit to this path, the rewards are clear: deeper connections, greater loyalty, and the opportunity to build a brand that matters—not just in the market but in the world.