Target Market

 My target audience for the collection of bags, made from recycled materials includes environmentally friendly consumers. A new report by (Bourne, 2020), shows that Generation Z is focuses on sustainability when shopping. This generation prefer to buy brand items which are environmentally friendly. According to the report, 62 % of Gen Z shoppers choose sustainable brands, and 73% are willing to pay more for products that are good for planet. 

Shoppers who are willing to pay extra for sustainable products in the United States as of September 2018, by generation*

A 

                                                             Eco-Friendly Millennial Consumers

For instance, in U.S. shoppers born between 1981 and 1996 Millenials are 16.4% more likely to buy based on sustainability over brand name. My brand is not famous and I need also looking for a people who would be interested on my new and small business. As a result, Gen Z has a strong commitment to sustainability, with 82% expressing concern about the state of the planet. They are willing to take action, with 72% saying they have already changed their behavior to reduce their impact on the environment. In addition, Gen Zers are looking for brands to take a leadership role in sustainability. According to a report by IBM, 56% of Gen Zers believe that businesses should take responsibility for environmental issues, and 72% believe that companies should be held accountable for their environmental impact (Jaganath, C. 2023)

My aim to sell my collection in library or community hub, I made research and people think that libraries are a major contributor to their communities in providing a safe place to spend time, creating educational opportunities for people of all ages, and sparking creativity among young people. Overall, a large majority of Americans age 16 and older (77%) think libraries provide them with the resources they need. This is especially true for young people: 84% of those between the ages of 16 and 29 (Horrigan, 2016)

                                                     Americans’ attitudes toward public libraries

My target market is primarily woman, with a focus on Millennials and Gen Z. These groups are more likely to choose product based on sustainability and also value supporting new and small business. They appreciate buy recycled craft items, even if the brand is not well- known. Generation Z expect brands who take responsibility for the environment and they are eager to support companies that lead the way in sustainability. The place where my product will be sell it is library and community hub, these place people visiting regularly for example student and staff university, seeing as places to learn, create, connect and communication. This place is great starting for introducing my brand.

Reference list 

Bourne, Justine . “A Generation of Sustainability: How Gen Z Is Forcing Businesses to Go Green.” Unlock Net Zero, 28 Oct. 2022, www.unlocknetzero.co.uk/insight-comment/a-generation-of-sustainability-how-gen-z-is-forcing-businesses-to-go-green.


Jaganath, C. (2023). The ethical implications of lacking sustainable business practices. [online] Logicalis.com. Available at: https://www.logicalis.com/insights/blogs/the-ethical-implications-of-lacking-sustainable-business-practices [Accessed 14 Aug. 2024].


Horrigan , John , et al. “Library Usage and Engagement by Americans.” Pew Research Center: Internet, Science & Tech, 9 Sept. 2016, www.pewresearch.org/internet/2016/09/09/library-usage-and-engagement/.