| Age | 30 – 65 y/o |
| Occupation | Teacher, doctor, psychotherapist |
| Living Situation | Own house in rural areas or suburbs of smaller German cities |
| Sense of sustainability | Very high, align life entirely with sustainability and actively in engaged in sustainability initiatives |
| Carbon footprint | ca. 8t p.a. |
| Mobility | Public transportation, train, carsharing, own car |
| Budget | More than 2,000 € per month |
| Price sensitivity | Low to Medium, prefers sustainable services even at a higher cost (e.g. power or gas) |
| Channels | Online and offline channels |
