Ted the Tech Guru

• CEO of Tech Start up
• 25 years-old, single
• He wants his company to be the next Apple
• He wants his company to look progressive and supportive of "trendy" ideas
• Supportive of environmentalists
• Supportive of climate initiatives
• He is focused mainly on building his business and conserving all internal resources so creating an environmentally conscious department is very inconvenient

Investor Igor

• Wants to invest in an tech company that will make a lot of money
• 48 years old, wants to retire, 2 children, divorced
• Invested in oil, so he's losing money
• Owns a gas guzzling muscle with muffle which he bought after the divorce
• But realized recently how sad he looks in it

Scared Sarah

• 30 year old coal miner, 1 child and a husband
• Scared of the talk about switching energy sources because she does not want to lose her job (scared that it would affect her daughter Barbra)
• Curious and adaptable with proper convincing (needs to be thoroughly convinced)
• Lower socio-economic

Exuberant Emelia

• College Student
• 20 years old and single with no children
• Higher socioeconomic background, has the means to afford new services
• Very independent
• Cares about her future and the safety of the environment
• president of several student organizations that advocate on behalf of climate issues
• Majors in Design with a concentration in sustainability/environmental science