Sally

• Female
• 39 years old
• Single mother
• 5 kids (ranging from ages 5 to 14)
• Owns a healthy popcorn online shop
• Frequently goes shopping to buy clothes for her growing kids
• Has to resort to cheaper, fast-fashion clothing because she can't afford more sustainable, long-lasting clothing

Michael

• Male
• 16 years old
• Is part of his high school's cross country team
• Buys a lot of running shoes (sneakers) since they wear out very quickly as he uses them for running
• Buys a lot of single-use, plastic, and disposable water bottles to cross country practice

Henry

• Male
• 54 years old
• Single father
• 2 children
• He tends to overcook for his children, leading to a lot of unused ingredients and leftover food
• Doesn't know what to do with food scraps and simply throws them away
• Wants to cook easier, healthier, and tastier food for his kids

Bethany

• Female
• 25 years old
• Uses a lot of cosmetics in her daily life
• Interested in sustainability and reducing her plastic waste but there's not a lot of options available to her
• Hard to find products made for her specific needs and wishes there were more choices for her