Jane
- 43 years old living in California
- Mother of two who recently left for college
- Wants to live youthfully and regain her freedom
- Has been adapting to a healthy lifestyle (becoming a vegetarian, taking yoga classes... )
- Voted for Biden to support his environmental agenda
- Currently experimenting with sustainable products in her private life
- Struggling to replace her old house's energy system with a renewable one
Cooper
- 52 years old living in Singapore
- Above average weight but still wants to "appear" sportive
- Successful manager in a large tech company (top 500 S&P)
- Going through mid-life crisis
- Wants to be part of the sustainability trend so he doesn't fall behind
- Likes to purchase trendy products that stand out of the crowd
Helga
- 71 years old living in Germany
- Lives in a rural area
- Does her best to be the cool grandma by keeping up with recent trends
- Cares deeply about sustaining the environment for her grandchildren
- Willing to invest in carbon capture technologies to mitigate climate change
- Uses her E-Bike to cover the distance to reach the city to visit her close family, buy from her favorite antique store...
Astrid
- 26 years old living in Sweden
- Comes from an average income family
- Environmentalist inspired by Greta Thunberg
- Working in a renewable energy startup
- Uses a shared E-Bike for commuting to stimulate a sharing economy
- Enjoys long-distance rides on the weekends (exceeding the usual battery volume)
Daichi
- 15 year old living in Tokyo
- Likes to dream big and turn the world into a better place
- Has already planned through his studies including a bachelor's in environmental engineering
- Likes to convince his parents to finally become a sustainable household
- Has a lack of cash but adores products that do good
Henry
- 64 years old living in the United Kingdom
- Engineer by heart and very much detailed-driven
- Worked for Jaguar his entire life
- Fascinated by all types of cars, likes to rent and collect various models
- Interested in the shift towards electric vehicles (partly because of new corporate strategy)
- Likes to play with the thought of owning a hybrid car and thinks about a sustainable way to charge it at home