Composite Character Profiles


  • 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


  • 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


  • 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


  • 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