audience
demographic
geographics
psychographics

 context

Bottom up or top down?

who will use your product/service?
what do they have in common?
what divides them?
pressing issues?
where do they get their information from?
peers/media etc?
bullshit filter

key influeneces

who do they trust?

create a story, build their day

conscious consumption
how do you get your issue on the radar?
time frame of impact

top down- tourism (hypocrisy), industry (boycott)
bottom up- greenpeace and consumers

lack of respect for what we have