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