Target Types

In my previous blog What Is Capstone? I describe my senior capstone course as an art major.

Description

My project will be a recycled paper company that creates everyday stationery products with recycled, compostable, and eco-friendly materials.

Target Type 1

Tree-Huggers

The tree-hugger target type is the type of people who see the damage humans have done to the environment and may fear for where the trajectory of corporate America will take us. They want to instill a new way of living throughout the lives of people to become more aware of what kinds of things we indulge in, and how it affects the environment when we’re done with it.

Characteristics/Traits

• They want more eco-friendly living products
• They feel sad about the natural global balance if there were to be mass deforestation, wreckage, and continued pollution issues.
• They care about reducing our use and recycling what we do have.
• They are into activities such as biking, walking in nature, and being advocates for environmental solutions in our world.
• They may range from young adults to elderly people.
• Often come from rural areas

One item of research cited is an article from New America called “What it Means to be Called a Tree Hugger: How Environmentalism is Entwined with Racial Justice” by Braxton Bridgers says:

“Often, and with ill intent, communities across the United States with large minority populations are targeted as areas where the fallout of toxic government and corporate practices could be placed. Out of the 134 million Americans residing near chemical plants, 75% are more likely to be African-American and 60% are more likely to be Latinx — positioning these minority groups as highly susceptible to chemical spills.”

Target Type 2

Family-Oriented

The family-oriented target type is the type of people who value instilling their children or family at the center of their values. Something apart of teaching children is how to respect the environment. Parents who understand the value of recycling materials wish to have their children reprehend the same environmental habits at a young age.

Characteristics/Traits

• They need products that help children understand the importance of recyclable materials.
• They feel anxious about the world that their children will be going into if the rate of pollution continues.
• They care about instilling environmental values into their family.
• They are into activities such as family sunset walks, sightseeing, and environmental education.
• They are in 30–50yrs of age.
• Other if helpful.

One item of research cited is an article from the Toy Association called “Latest Research from The Insights Family Shows Kids Want Eco-Friendly Toys” states:

“Parents are making more environmentally mindful purchases, and they want to instill eco-friendly practices in their children beginning at a very young age … Our research shows that brands need to anticipate their target audience becoming conscious consumers from a younger age and must act accordingly to maintain their support and advocacy.”

Target Type 3

Day-To-Day

The day-to-day target type is the type of people who look for casualty in the chaos. Living life day-to-day can bring up overwhelming issues like global pollution, and as a gear in the system we may feel like we have no impact. People like this look for sustainable solutions to their worries. Making small, insightful choices in what kinds of businesses to support plays into their impact on the environment and societal influence.

Characteristics/Traits

• They want to feel that their choices have a greater effect, they need to feel control over their day-to-day lives.
• They feel aggravated about the boss-man overworking them when they feel there are bigger fish to fry.
• They care about maintaining their work/play schedule while still having a choice in environmental matters
• They are into activities such as street walking, finding small-business shops, and supporting local farmers markets.
• They are in a young adult stage of life.
• While mostly found in cities along the east and west coast, they really can be found everywhere.

One item of research cited is an article from Business News Daily called “Most Consumers Want Sustainable Products and Packaging” by Andrew Martins explains:

“Over the past five years, there has been a 71% rise in online searches for sustainable goods globally, according to The Economist Intelligence Unit. Consumers are engaging with sustainable businesses in ways that they previously ignored… Industries and companies are listening to their consumers about what they want. Over 50% of C-level executives in the fashion and textile industry have claimed that consumer demand is driving their brands to create sustainable products and best practices.”

This Isn’t For

This type of brand audience is not for people who are more economically focused like the old men of wall street, corporate bosses, or people who think global warming is a hoax.