What are the fundamental differences between NEOs and Traditionals?
NEOs and Traditionals are as different as field mushrooms and white truffles. Traditionals who constitute 50 per cent of the population are primarily driven by price and ‘the deal.’ They place the general interest ahead of individual interests, largely because they feel they can’t make much of a difference on their own. They have a low locus of control and so, unlike NEOs, surrender decision-making to others and are attracted by the certainty of global brands, those reassuring symbols of the big companies they grew up with and that are reminders of the way things used to be. Life for Traditionals is pretty much a matter of luck with life’s ups and downs being readily accepted as just the way things were meant to be – and to a Traditional there’s not a lot that can be done about it. While this reliance on fate may deter them from seeing a doctor when they fall ill, the flipside is that the reliance on luck takes Traditionals into the universe of gaming and bargain hunting where even sma
