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DEETORY Target Audience
User Segments
Age: 22
Gender: Female
Occupation: Student
Education: Bachelor's Degree
Age: 28
Gender: Male
Occupation: Software Engineer
Education: Master's Degree
Age: 25
Gender: Female
Occupation: Project Manager
Education: Master's Degree
Lena Schmidt
Goals
- To complete her Bachelor's degree with honors and pursue a career that aligns with her ethical values
- To live a more sustainable lifestyle by making conscious purchasing decisions for all her needs, not just clothing
- To inspire her friends and social circle to adopt more eco-friendly habits and support ethical brands.
Pain Points
- Finding truly transparent and affordable sustainable brands that don't compromise on style
- Juggling her academic responsibilities with her desire to be actively involved in environmental initiatives
- Feeling overwhelmed by greenwashing and the difficulty in discerning genuinely sustainable products from marketing ploys.
DEETORY Geographic Distribution
Primarily targets German-speaking markets, with Germany leading at 70%, followed by Austria and Switzerland. Expansion into nearby European countries is likely.
Top Countries
Germany
Austria
Switzerland
Netherlands
Belgium
Age Distribution
Key Insights
Primary age group concentration shows strong presence in:
31-35
Most active age range
Target Audience Socio-economic Profile
Primarily targets medium to high-income individuals, likely in smaller households (1-2 persons) or young families (3-4 persons) with disposable income for ethical goods.
Employment Status
Income Distribution
Education Level
DEETORY Behavior Analysis
Behavior Profile
Device Breakdown
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