Product personas

Job titles: Operations Leader, Finance Leader, Tender/Bid Manager

About

The Rigorous Professional’s motivation to take action comes from their fear of losing a big customer. Whether they focus on growth and marketing, operations, finance, or bid management, their decisions are guided by the fear and anxiety of losing key customers and contracts.

Scenario

As big clients increasingly require sustainability commitments, they eventually find themselves needing to demonstrate their efforts when responding to a tender or bid. The pressure to meet these expectations continues to grow, making sustainability a really important aspect of their strategy. Once they recognise this requirement, they begin researching efficient ways to improve and showcase their sustainability efforts. They might even already do small things like recycling, reducing waste, but it isn’t enough to demonstrate their efforts.

During their search, they look for effective ways to demonstrate their sustainability initiatives. One key solution they come across is measuring their carbon footprint and taking action to mitigate it. The Rigorous Professional then explores various options and discovers that CarbonInvoice meets their needs. They measure and begin paying for their own native trees. As a result, they successfully achieve their goal of retaining business or contracts by downloading and submitting the Positive Business Certificate and obtaining answers to the questions required by the tender/bid.

Behavioural Considerations

• Is facing procurement pressure;

• Working to secure existing contracts by confidently addressing sustainability-related questions.
  

Frustrations

• Finds the process of measuring carbon footprints too complicated and time-consuming, with no in-house resources dedicated to it;

• Fears of losing business.
  

Goals

• Avoid losing business and keep revenue by being able to answer sustainability and social procurement questions;

• Look for a trusted third party certification, because they are rigorous and professional;
  

• Fund enough trees to mitigate their carbon footprint;
  

• Fund additional trees and showcase their dedication to the cause.
  

Tasks

• Share their impact on their Positive Profile as a procurement piece;

• Share in more detail their impact in the Positive Business Certificate;
  

• Answer bid with pre-written statements in the app;
  

• Add a sustainability slide to their slide deck.

Relevant Product Features

Positive Profile, Positive Business Certificate, procurement resources, invoice augmentation

Job titles: Business Owners, Operations Manager, Finance Managers, Managing Director

About

Curious Amateurs are business owners or decision-makers interested in understanding their company’s carbon footprint. While they may not have the means to measure it themselves, they are actively seeking ways to do so. They look for software that provides clear insights, helping them learn more and take informed action.

Behavioural Considerations

• Is actively looking for ways to understand their business’s carbon footprint;

• Is concerned about sustainability and may have tried different options, but are yet to find one that fits their needs;
  

• have measured their footprint and/or purchased offsets themselves but found it too tricky and difficult.
  

Frustrations

• Manual process – struggles with the absence of automated solutions for measuring their business’ carbon footprint;

• Not good enough Carbon Calculators – while searching for an automated option, some have tried calculators that failed to meet their expectations;
  

• High consulting costs – finds the expense of hiring consultants for carbon measurement too high;
  

• Limited in-house capability – lacks the resources or expertise to measure their carbon footprint independently.
  

Goals

• Measure their business’ carbon footprint without doing much of the heavy lifting;

• Get a detailed report of the business’ carbon footprint;
  

Tasks

• Connect accounting data and start measurement;

• Download and share a detailed report of their carbon footprint.
  

Relevant Product Features

Carbon footprint automatic measurement, Carbon footprint detailed report

Job titles: There is no definitive list of job titles associated with Do Gooders – it’s their values that define them. They can be business owners, founders, employees in SMEs, or active community members. Their drive to create positive change goes beyond job titles.

About

Do Gooders are driven by their fears – fear of environmental loss, climate change, and the future we are shaping for the next generations. They channel their concerns into meaningful action, striving to protect and restore nature, whether it’s through safeguarding plants, animals, or the environment as a whole. They’re committed to creating a better, more sustainable community for their children, grandchildren, and future generations. Rather than waiting for change, they step up and make it happen.

They already do as much as they can in their daily lives – recycling, reducing waste, etc. However, they understand that real change requires a collective effort. This motivates them to look for community activities in which they can have a greater long lasting impact. One of the things they have found that aligns with their sustainability goals and vision for the future is planting native trees in their community.

They want to be hands-on, which is why they participate in Planting Action Days, planting trees themselves and getting their hands dirty. For them it’s not about about looking good or gaining recognition on social media; they simply want to plant native trees because they are truly passionate about building a better tomorrow.

Behavioural Considerations

• Seek meaningful action to help improve the environment;

• There is a strong desire to create lasting positive change for future generations;
  

• Want to go beyond basic sustainability efforts and take more effective actions in their local communities;
  

• Are looking for meaningful ways to make a difference within their local communities;
  

• Planting trees aligns with their sustainability goals and vision for the future;
  

• They prefer to contribute by getting involved in hands-on;
  

• Don’t care whether or not they’ll look good on social media;
  

Frustrations

• While personal habits like recycling and reducing waste are important, they alone are not enough to drive significant change at the community level;

• There are limited opportunities for individuals to take direct, meaningful action on a regular basis.
  

Goals

• Be involved in local community to make an actual difference;

• Participate in local planting days to ensure action is being taken.
  

Tasks

• Sign up for Planting Action Days;

• Participate in Planting Action Days every year;
  

Relevant Services

Planting Action Days, Planting Rescue Days, photo and video content from Planting Days.

Job titles: Founder, CEO, Finance Leader

About

The Do-Nothing is aware of environmental compliance, but they’re in denial about it and choose to do nothing to tackle it.

Scenario

When a Do-Nothing is in denial, they have some awareness of the need for a sustainability strategy or carbon footprint measurement. Deep down, they recognise that action is necessary but consciously reject or dismiss these realities.

Being in denial keeps them from doing anything, avoiding engagement unless a pressing business need forces their hand. When they can no longer ignore the issue, they have no choice but to act. Depending on the business need, they may evolve into:

• Bragger – When their pressing need is to elevate their status, launch a new marketing campaign, or enhance their brand to stand out and strengthen their reputation, they will actively seek something new and unique to set themselves apart.

• The Rigorous Professional – When the risk of losing a major customer due to weak sustainability responses in a tender or bid becomes urgent, they will quickly seek a simple, effective solution to measure their carbon footprint and demonstrate meaningful action.
  

Behavioural Considerations

• They acknowledge sustainability concerns but actively dismiss them, choosing to not do anything about it;

• They downplay the importance of environmental compliance, convincing themselves it’s not a priority for their business;
  

• They only consider action if a major threat to their business or revenue appears;
  

• They actively ignore discussions or regulations related to sustainability, preferring to stay in their comfort zone.