Design Project 1 | Composite Character Profiles

Composite Character Profiles

Composite Character 1: Confused Tree Hugger

• Typically >40yo and can be male or female
• Advocate for sustainable practices, but are blissfully unaware (or ignorant) to the many things in their life that are wasteful or environmentally un-friendly. e.g. they recycle relentlessly and preach sustainability but overuse paper and plastics in their everyday life.
• Generally this character is at least 25 years old and college educated enough to have strong opinions and back up those opinions with facts

Composite Character 2: The Lazy Good Guy

• Male in their 30s who cares about the planet and environment, but just doesn’t have time for it.
• Will make their best efforts to recycle and practice sustainable habits if easy and made available to them.
• At the end of the day, they care, but not enough to go out of their way or buy specialty products.

Composite Character 3: Affluent Foodie

• Female aged anywhere from 30-50 who loves cooking and considers themselves a foodie but doesn’t have the time (to cook or live more sustainably).
• Relies heavily on meal and grocery delivery services.
• Price agnostic.
• Will buy ANYTHING that makes her feel good about herself and helping the planet

Composite Character 4 Amateur Chef

• Can be male or female aged 40-70yo.
• More familiar with food usage and waste in the kitchen than most people.
• Keenly aware of time, meal prep, food’s shelf life, and how to preserve ingredients.
• Will invest in food/kitchen appliance products but is very selective about what they have in their kitchen.