1. Deepen Understanding with Values-Based Insights

NEOs are values-driven consumers. They want brands to speak to their deeper motivations and beliefs. To achieve relevance, businesses must move beyond surface-level personalisation and engage with customers at the values level. This requires a commitment to understanding what drives the individual, whether it’s sustainability, creativity, self-improvement, or social justice.

Collect Qualitative Insights: While data analytics provide valuable quantitative insights, qualitative research—such as interviews, surveys, and social media listening—can help businesses understand the values and emotions driving their audience’s choices.
Create Customer Personas Based on Values: Traditional personas often focus on demographics or buying behaviour. For NEOs, personas should incorporate insights on what they care about, what inspires them, and what challenges they face.

Example: A sustainable fashion brand could segment its audience not just by age or income, but by values such as “Eco-Conscious Explorers” who prioritise eco-friendly materials and “Minimalist Consumers” who seek high-quality, versatile pieces.