9. Purpose and Authenticity in Marketing to NEOs

Purpose is more than a buzzword; it’s a guiding principle that shapes a

brand’s actions, decisions, and culture. NEOs are drawn to brands that

demonstrate a genuine commitment to their purpose, not just through words

but through consistent actions.

10. Personalisation and Relevance

Personalisation is an expectation for NEOs, but relevance sets brands apart.

We explored how businesses can move beyond basic personalisation to

create meaningful connections by understanding and responding to their

audience's individual preferences and motivations.

11. The Power of Emotional Decision-Making

Emotional decision-making is at the heart of how NEOs engage with brands.

We discussed how businesses can tap into emotions by focusing on trust-

building, empathy, and creating moments of joy and connection at every

touchpoint.

12. Ethics, Transparency, and Social Responsibility

Businesses must go beyond compliance, embedding ethics into their core

values and actions. Transparency in communication fosters trust, while a

genuine commitment to social responsibility aligns businesses with the

broader values of their audience.

13. Building Trust and Navigating Distrust

Trust is the most valuable currency in a market driven by NEOs, but distrust

can undermine relationships quickly. We examined strategies for building and

maintaining trust, emphasising transparency, accountability, and consistency.

14. Narrative Economics and Storytelling as a Strategy

Stories shape how NEOs perceive brands and make economic decisions. We

explored how businesses can embrace narrative economics by creating

authentic and inspiring stories that resonate with their audience’s values and

aspirations.

15. Channel and Media Preferences

NEOs engage with diverse media channels, prioritising digital platforms such

as social media, video, and mobile. The strategic integration of print with

digital for credibility, the resurgence of radio through podcasts, and the

selective appeal of cinema are also valuable for reaching and influencing

NEOs.