3. Emotional Resonance at the Purchase Decision

For NEOs, the purchase decision is influenced by more than product features or pricing. They seek an emotional affirmation that the brand aligns with their values and aspirations. At this stage, businesses should focus on reinforcing trust, credibility, and the alignment of the brand’s purpose with the consumer’s values.

Use Social Proof and Testimonials Authentically: Hearing from real customers who share their values can affirm a NEO’s decision. Highlight stories that reflect the impact or quality of your product in a relatable way.
Create a Seamless and Empathetic Purchase Experience: Ensure that the purchasing process is user-friendly, straightforward, and empathetic. Remove friction and provide clear communication, focusing on reassurance and guidance.

Example: An outdoor gear company might display testimonials from environmentally-conscious adventurers who share their stories of using the company’s products on eco-friendly expeditions. This aligns the brand’s narrative with the values of its target audience.