5: NEO Decision-Making Dynamics

Overview

NEO decision-making is a finely tuned interplay between logic and emotion. Guided by their values and a focus on quality, their choices stand apart from the purely practical or price-driven decisions of Traditionals.

Key Points:

Identity-Driven Choices:

Reflection of Values:

For NEOs, every decision, whether buying a product or choosing a career path, is an extension of their identity.
Example: Choosing a boutique hotel over a chain because it supports local communities and offers a unique, personal experience.

Alignment with Aspirations:

NEOs prioritise purchases and decisions that enhance their sense of purpose, connection, or self-expression.

Seeking Emotional Rewards:

Joy and Fulfilment:

NEOs look for experiences that inspire or bring happiness, such as attending a music festival or exploring a new city.

Emotional Resonance:

Products or services that evoke excitement or pride resonate strongly with NEOs, creating deeper loyalty.

Avoiding the Ordinary:

Bespoke Over Mass Market:

NEOs reject commoditised solutions in favour of bespoke, artisanal, or highly innovative options.
Example: Instead of purchasing mass-market shoes, they might choose a handcrafted pair with a story behind its creation.

Preference for Innovation:

They are drawn to unique and forward-thinking brands, rejecting the status quo in favour of creative, pioneering offerings.

Activity:

Think of a significant decision you’ve made, such as selecting a car, holiday, or major purchase. Reimagine how you would approach it as a NEO, focusing on emotional rewards, identity alignment, and bespoke options.