Buyer persona

Image source: Freepik

Description

- Born in 1997 - Originally from Spain, studying and living in Amsterdam - Single - Coming into adolescence in a digital world - Adapting to the changes in pace of life - Overworked in di erent areas of life

Alicia, 23

Business Administration student at UVA Amsterdam, Netherlands

Student balancing studies, social life and tness

Characteristics

- Outgoing - Open minded - Kind and interested in meeting new people - Strong work ethic - Sustainably aware - Strong interest in health & wellness

Hobbies

- Volleyball (Volleyball team captain; training 2x a week) - Goes for a run in the morning before her uni day starts (tries to go 5x a week) - Shopping with her friends - Cook (Healthy, vegetarian) - Yoga class to relax (1x a week)

Reality

- Stressed/ Anxious with uni work and about her future after uni - Under pressure to perform professionally and ethically - Still wants to enjoy her youth

Seen as

- Young professional - Hard working - The “future” - More sustainably and ethically aware

Values

- Social & environmental commitment - Brand connection/ Relatability - Family & friends relationships - Self-care

Favourite brands

- Adidas - Zara - H&M - Patagonia