Nikki is extremely environmentally friendly. This is reflected in her energy-saving behaviour at home and at work, her use of environmentally friendly means of transport, her avoidance of food waste and her purchase of seasonal food with sustainability labels. Nikki values privacy and prefers things to be simple but of high quality.

Kim is very self-determined, attaches great importance to pleasure and does not like to be restricted in the consumer behaviour by rules or prohibitions. Financial considerations also play an important role for Kim. This is reflected in individual efforts to save energy in the household, an economical approach to food and a moderate acceptance of sustainability measures that are associated with costs.

Gaby is a bon vivant, appreciates the tried and tested and enjoys peace and privacy. Environmental issues play a subordinate role and Gaby doubts that one's own actions have any impact on the environment. Gaby usually travels by car, rejects restrictive regulations in favour of the environment and generally shows little energy-saving behaviour.

Billie is modest and attaches little importance to social status and possessions. Overall, Billie is very responsible with food, but is rather reluctant to do without animal products. In addition, energy-saving behaviour in the household is rather moderate. Billie is rather reserved when it comes to new experiences and innovations. Billie doesn't travel much and when doing so, rarely uses public transport.

Francis likes to try new things, is constantly looking for new challenges and behaves very sustainably. This can be seen in the conscious purchase and handling of food, in the choice of environmentally friendly means of transport and in pronounced energy-saving efforts in the home. However, despite the great commitment to living in an environmentally conscious way, Francis regularly travels by plane and consumes animal products.