| Age | 55+ |
| Occupation | Retired, senior (management) position |
| Living Situation | Own or rented house in rural areas or suburbs of smaller German cities |
| Sense of sustainability | Low to very low, not specifically interested in sustainability |
| Carbon footprint | ca. 20t p.a. |
| Mobility | Own car, almost no long-distance travel |
| Budget | More than 3,000 € per month |
| Price sensitivity | Medium |
| Channels | Offline channels |
