Who are NEO consumers?

The NEO consumers are new high-value consumers of the new economic order (NEO). It is a newly emerging segment of customers from all age groups, ethnicities, income bands, locations and have high propensity to spend their income on disposable goods. NEO consumers are valuable as they consume constantly and favour a sense of investment, discretionary choices and value added services. They seek rich information and authenticity; are motivated by choice, options and quality; sceptical about whether deals and discounts will deliver to their expectations; loyal to brands that understand them and comfortable with calculated risk.