🧍‍♀️Demographics

• Age: 30–45
• Gender: Primarily female (60%), male (40%)
• Location: UK, Germany, Netherlands, Canada
• Income: £35,000–£70,000 annually
• Family: No kids or 1–2 school-aged children
• Education: University-educated, values learning and quality

🧭 Psychographics

• Prioritises function and quality over trends
• Feels overwhelmed by flashy marketing, prefers clarity
• Interested in hiking, wild camping, digital detox weekends
• Follows brands like Patagonia, Fjällräven, and Arket
• Buys less, but buys better
• Spends intentionally, supports ethical brands
• Wants products that blend into everyday life, not just for extreme use

🛍 Shopping Behaviour

• Buys online, compares thoroughly before purchase
• Reads reviews, checks return policies
• Subscribes to newsletters for early access and product drops
• Loyal to brands that deliver on their promises
• Looks for long-lasting gear that doesn’t need replacing every season

🎯 What They Need from Us

• Simple, honest product descriptions
• Real photography (not over-styled studio shots)
• Clear sizing and care instructions
• Sustainable shipping options
• A brand that feels grounded, not performative