Why Emotion Matters to NEOs
NEOs are values-driven and forward-thinking. They desire to align their choices with their beliefs and aspirations. For them, purchasing decisions are an extension of their values, not just economic transactions. They expect brands to offer more than products—they want stories, connections, and experiences that resonate with their worldview.
When brands tap into these emotions, they transcend mere transactions and become a part of the consumer’s narrative. Emotional engagement is a way for NEOs to connect with brands that reflect who they are or who they aspire to be.