TARGET PERSONA
Our target is an older Millennial or younger Gen X glasses-wearer, likely in an urban area such as Seattle-Tacoma-Bellevue, Washington. Their life revolves around their career and family, leaving little time for the pursuit of passion projects. Often finding themselves thinking about personal fulfillment, recognizing their privilege while others struggle for basic needs; they are constantly on the lookout for ways to give back and to make apositive impact that aligns with their busy lifestyle. Now more than ever, they think about the gap between the change they wish to see in the world and the time and energy they have to contribute to that future. Their sense of urgency increases from the negative media that clutters their screen, or wanting to create a better world for their children. Either way, their desire to do something to contribute to a better future is stronger than ever.
This makes everyday decisions—such as where they chose to shop—a prime opportunity for being a part of that change. They are familiarizing themselves with the idea of brand democracy: the concept that every purchase they make is a chance to vote with their dollar. They seek out brands that are using their resources to support the issues that they care about and are extremely loyal to the brands that do so.
TARGET PERSONA - DAY IN THE LIFE, SINGLE
● Wakes up at 6 am and reaches for their glasses to start the day
● Listens to NPR’s “Consider This” while showering and getting ready for the day
● Tries to leave time to read “The Guardian” to stay up-to-date on the news
● Has coffee at their desk for breakfast, having lots to prep for the day before the onslaught
of Zoom meetings begin
● Takes intermittent screen breaks to combat Zoom fatigue and blue-light headaches
● At the crux of their career, handling the transition post-COVID, making work/life balance
more cumbersome than ever
● Finally end the work day at 7 pm and cooks dinner with the help of an organic meal delivery
service
● Watches shows, movies, and documentaries like “Okja” and “When They See Us” on Netflix
● Checks their work email before heading to bed at 10 pm
● Has a stocked bookshelf of biographies on influential people in history (the ones that you
don’t learn about in school)
● Loves to spend a Saturday afternoon at an art museum or cultural center
● Goes to their favorite local bar on the weekend, a hidden gem downtown
TARGET PERSONA - DAY IN THE LIFE WITH FAMILY
● Wakes up at 6 am and reaches for their glasses before running around, getting the kids ready
for school
● Listens the morning new while making the kids a nutritious breakfast
● Barely gets time for themself but does their best to look and feel good
● After everyone is where they need to be, the work starts: Lots of emails, with the news
playing in the background, a few Zoom calls and a full day of working from home
● The past year transitioning to working from home has made life simultaneously more simple
and complicated as it’s often hard to step away despite the greater flexibility in the workday
● Ends the work day, but there is still so much to be done: pick up the kids from their
after-school activities, help with homework, and cook dinner
● Checks work email before heading to bed with their Kindle in hand
● When time allows (which is very rare), spends date night at an art museum or cultural center
before returning home to relieve the babysitter
TARGET PERSONA - Relationship to product
Whether it was being able to read the board in class for the first time, or seeing a bright smile on their child’s face, they hav eexperienced for themselves the magic of seeing the world clearly for the first time. They are reminded everyday, from Zoom meetings to movie night, how impactful their glasses really are. They have leaned into the unique opportunity of using glasses as an extension of their personality and always go for a stylish pair that aligns with their self expression. They know that eyeglasses are so much more than a material good, they are a part of who you are.
PROPOSED UNIQUE VALUE PROPOSITION
Since 1932 New Eyes has been breaking barriers to the tools of clear vision for all children and adults. Just a $23 donation provides new, high-quality eyeglasses to an individual facing financial challenges - and two pairs of glasses for each child! Now, we're creating a new space to shop at the intersection of what the modern glasses wearer wants (e-commerce) and the spirit of a nonprofit (impact) in order to make greater progress for our mission.
