9: Purpose and Authenticity in Marketing to NEOs

As consumers become sceptical of superficial messaging, purpose is a crucial differentiator for businesses engaging NEOs (New Economic Order). Genuine commitment to a business's true reason for existing—its "why"—is essential. This section explores how businesses can authentically define and embody their purpose, moving beyond shallow expressions to clarify their economic stance. A well-executed purpose guides branding, decision-making, strategy, and customer experience.