3: Industries Transformed by NEOs

Overview

From technology to retail, NEOs have redefined what success looks like across industries. Let’s explore the sectors most influenced by NEO demand and the innovations they’ve inspired.

Key Points:

Retail and E-Commerce:

Brands like Apple thrive due to NEO passion and loyalty by prioritising design, quality, and storytelling over price.
Anti-mall developments (e.g., Melbourne’s Southgate) succeed by creating discovery-driven, non-corporate experiences.

Luxury Travel:

NEOs favour boutique hotels, eco-resorts, and cultural immersion over mainstream luxury. The NEO travel mantra is, “If I’m not fully immersed, I’m just a spectator.”
They invest in travel that provides a purpose and touches their spirit. They are explorers or discoverers, not tourists.

Technology:

Early adopters of cutting-edge consumer tech, from AI tools to smart home devices. Their early adoption does, however, require a new device or service to enhance a NEO’s control over their life—to make life simpler and more meaningful.
NEOs drive demand for renewable energy solutions and life-changing innovations like wearable devices and EVs—but only if they’re beautifully conceived and designed and stand for what NEOs stand for.

Case Study:

Explore the Apple Store phenomenon during economic downturns. Despite financial instability, NEOs queued for premium-priced products, valuing Apple’s innovation and emotional appeal.

Activity:

Choose a new product tailored specifically to NEO preferences in your category. Explain how it aligns with their values.