Audience

1. Demographics

1.1. Age: 18-45

1.2. Gender: male or female

1.3. Educated and affluent

1.4. Family: children of school age or childless

1.5. Location: Australia

2. Motivation

2.1. In product

2.1.1. 'do the right thing'

2.1.2. Be a role model for their kids

2.1.3. For the future generations

2.1.4. To save the planet

2.1.5. To feel better about themselves

2.2. For being in a cafe

2.2.1. socializing

2.2.1.1. Spending time with the family

2.2.1.2. Catching up with old friends

2.2.1.3. regular hangout

2.2.2. busy life style - need a caffeine fix

2.2.3. to relax and have a break

2.2.4. For a meal

2.2.5. Casual business

3. Challenges

3.1. Small time frame to catch their attention

3.2. Lack of understanding

3.2.1. Do they understand sustainability?

3.2.1.1. Do they understand food waste?

3.3. Feeling defensive

4. Awareness

4.1. sustainability

4.1.1. low to moderate

4.2. food waste

4.2.1. low

4.3. GHG emissions

4.3.1. moderate to high

4.4. Water conservation

4.4.1. High

5. Values

5.1. Family and friends

5.2. Making the most out of the day

5.3. Environment

5.4. Themselves

5.4.1. want to feel good about their actions

6. Fears