News / 01.06.2021

As we know today, climate change is man-made. The question of how we behave therefore determines our future and that of our planet. When market researchers categorize people's behavior, they develop so-called personas. Personas also exist to describe people who behave in a sustainable way. However, we don't trust any market research unless it has been done or verified by ourselves. That's why we have examined common personas (named Hannah, Tom, Dori and Ulrike) from the Sustainable Living 2020 study in more detail. For verification we have set...

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