The target market focus is Americans in the Lifestyle of Health and Sustainability (LOHAS) category aged 18-34. Research uncovered that the target audience places a high value on sustainability, and views wearable fashion as a reflection of their own values. Additionally, 61% of people under 30 felt guilty for their negative impact on the environment, and 40% said they’re ashamed that they don’t live sustainably. The major insight the campaign is based on is that people feel ashamed of how little they do to make the world a better place.