Jim3D

The target audience, the trendy urbanites, will most likely take in information from a person that has high credibility within the industry. This credibility is obtained through status and/or skills. It needs to be professional and look like it’s been controlled, checked. Content that’s not aesthetic, prestigious or known has higher chances of being ignored.  Sharing a message with this target audience will need to unlock most of those elements in order to make it through the barriers of consciouness. The audience might at this point let the content get to them. 

1: goal 2: whats different in that goal’s vision compared to present vision 3: what needs to change in order to get to that perception 4: what would allow it to change 5: what would trigger people to change

1. Biocentrism = equilibrium between all species living on earth,

2. We consider non-human elements as much as we consider humans in society. 3. The way we look at “nature”. See inspiration & praise it, See humans as equal to other organisms, part of a whole.

4. Lowering the amount of fear we have for nature through information -> knowing something usually equals to having less fear for it. If you know the snake isn’t poisonous you won’t freak out.

5. Realizing that knowing nature is cool & productive. Taking care of nature isn’t only hobby.

Recap in words:

Come to the outdoor store, you’ll get to know some more, about organisms around the world.

You’ll see you aren’t alone once you get out your zone and, whenever you feel all whirled

Remember there’s wisdom all around. Finally, with all the worries safe and sound Beauty and productivity is in this world. 

Disclaimer: this profile is not based on interviews, research papers or recorded observations. It is based solely on my personal experience and my personal understanding of a certain mindset. I have been interested in understanding the reasonings behind this mindset for a couple years. I see this mindset within student communities but also within some parent groups. I do not judge people that are within this mindset because for the most part it is related to genuine fear, which is very respectable. I also can’t relate fully because I’m not fully independant (having a partial support from my parents). Which puts me in a position from which I can wonder about reasonings and purpose. Anyhow, here is the description of the target I wish to communicate too. 

Trendy Urbanites

The people who understand sustainability, they know there are issues surrounding the planet and its ecological processes. They also realize that they are missing some things in their “urban” world. But being interested in Botany/Nature/outdoors isn’t something they would look into because it isn’t useful to their urban life, even though it would be beneficial to their health it would also be a “waste of time” since it’s not considered productive.

Studying or working in a trendy position, by trendy I mean it’s a position where the idea of “avant guarde” is important, the idea of being up to date. Meaning that they’re currently very well aware that being sustainable is more important than being trendy, but they focus on combining being trendy and sustainable, which often leads to contradictory ideas. They might be aware that they have to sell something if they want to keep their job, or a boss just puts pressure on them to sell.

Anyhow, they themselves consume because they have a belief that says: if I consume, I stay up to date, I stay young, I stay relevant, I stay interesting, I keep my job, I keep my life. The clear reason why this pressure of consuming is present isn’t clear, mostly because it’s a combination of a lot of different elements, social media being a big player. But it’s something within modern society.

This pressure is quite a key definition within the personality of this target group. I should probably research it a little more, because there’ll always be exceptions and assumptions. But I’ll have to rock this intuition right now.

edit: when I say nature I don’t really mean nature in it’s entirety, I mean all the parts of nature that are non human. But I’ll say nature for the sake of this argument. 

Seeing what people talk about in art projects, fashion, music etc... really shows that a lot of people are using nature as the main topic.  This could lead us to react by: 

Francisca: oh hey John have you seen this project. It’s soooo originalll John: I’m guessing it’s about some reconnecting to nature shit? Francisca and John while shrugging: nature is over hyped. 

This is a problem, since it makes people bored of nature, which some people already were, but that’s not why so many people talk about it. They talk about it because they feel like it’s underrated, because they’ve felt a positive impact when they interacted with it.