So who are Evolvers then?

As mentioned before, the research behind the NEO typology identifies a world split in two. On one side we have the price centric Traditionals and on the other, the more individualistic, discovery orientated NEOs and Evolvers. At this point I normally go on a diatribe about how NEOs are this and that and conclude that if you are remotely interested in having a high margin business that you need to understand and target NEOs. However, as has been pointed out, there is never really much discussion about Evolvers.

This is true. So far the objective of this blog has been to contrast the concept of the Traditional, which most clearly understand, with the NEO as identified by Ross Honeywill’s analysis of the actual spending habits of over 800,000 consumers. A good question is then; how do Evolvers, who represent nearly a quarter of the population, fit into this?

The answer is partially in the name. Evolvers is actually short for “Evolving NEOs”, which implies they have all of the same characteristics as NEOs, just with less spending power. This is especially the case if your purchase price is relatively low.

An example is Larkburger, the outstanding Colorado hamburger company that makes delicious sandwiches, truffle and Parmesan fries, as well as the $5 Shake that are a huge hit with the mini-Neobloggers. The stores are as environmentally friendly as you can imagine and absolutely everything is recycled or compostable. Of course prices are significantly higher than the mainstream burger chains, but those who care about quality over price are clearly happy to pay the difference.

In this instance the difference between NEOs and Evolvers is essentially meaningless. Even though the price of the product is two to three times that of a mainstream alternative, in absolute terms it is only a few bucks. However as we rise up the price scale the distinction between the two groups becomes more vital.

Although Evolvers have many of the same instincts as NEOs, they are significantly more constrained by their wealth and income. If they had more money they would be NEOs in a heartbeat, they just can’t always make the jump. This does not mean however that they are not great potential customers if you understand them. No company does this better than Mazda. In fact the Mazda 3 is almost the official car of Evolvers! Allied with the Zoom-Zoom identity you get a car with great design, sporty characteristics and plenty of individuality at a great price. Interestingly though, they are consistently able to sell at a premium to the equivalent domestic models, that require big discounts to get them off the lot.

This is the crux of the Evolver typology. They want great design, personality and authenticity and they are often willing to pay for it. But reality bites and their ability to pay more can often take them out of the game. Get the balance right though and you will have a willing audience.

This is particularly obvious in the real estate development field. One of the most Evolver friendly types of projects are the mixed use “Lifestyle Centers”, combining condos, outdoor shopping and entertainment. These should be Evolver nirvana. Time and again developers get themselves in to trouble with the residential part of these concepts, basically because they don’t understand the Evolver typology. The homes either go to upscale, pricing the Evolvers out (but not appealing to NEOs), or to mainstream, by trying to appeal to everyone (and hence no-one). This latter approach usually means the designs are compromised and the homes are to large, making the price points to high for the Evolvers’ economic realities, taking out their best market.

This is what happens when you define you market on redundant segmentations based upon age, such as “Baby Boomers”, “Empty Nesters”, etc. It is attitude and behavior that are more important in determining who will actually buy.

Ironically what often ends up happening is that many of the homes get turned in to rentals, ironically leased out at affordable levels to the very Evolvers who they should have been built for and marketed to in the first place.

Don’t believe me? Go into the parking and count the Mazda 3’s!

NEOBLOGGER