Why Relevance Matters to NEOs

Why Relevance Matters to NEOs

NEOs are driven by their curiosity, individuality, and desire for meaningful experiences. They seek brands that understand not just who they are, but what matters to them. Relevance, in this context, is about speaking to NEOs’ values, interests, and aspirations at every touchpoint.

For NEOs, personalisation without relevance is hollow. They expect more than basic name recognition or cookie-cutter recommendations. Businesses need to anticipate their needs and deliver tailored experiences that feel thoughtfully crafted and deeply connected to their values. Relevance involves understanding not just the who and what, but the why—the motivations and aspirations that drive NEOs’ decisions.