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The customer segment that I identified in the last couple of assignments is the segment that is the business that is going to be forced to find an alternative to single-use plastic bags due to newly passed legislation. I imagine that the customers that I will be approaching in this segment are middle-aged business owners and managers. I think that younger owners and managers have already seen the importance of finding environmentally-friendly alternatives, and so my customers are more likely going to be slightly older. I think that most of my customers in this segment will be middle-class, middle-age business owners who are simply trying to find ways to run their business effectively and efficiently. They are probably near the center of the political spectrum because they are benefited by liberal policy to help small businesses but are on the older side, and likely grew up in more conservative families and areas. They are not readily looking for alternatives to the way that their business is being run but know that they will have to adapt to new legislation. I think that many of these customers will be dedicated to their business and will spend much of their free time thinking about and working in their business. They likely have a few children who are enrolled in public school and are older enough to be able to take care of themselves in the afternoon. They probably drive a car that was released between 5 and 15 years ago. It is safe and reliable, but not new or flashy. They dress in a similar fashion as well. They wear clothes that are efficient and professional but they do not spend a large section of their budget on their wardrobe. They have a couple of wrinkles and a couple of grey hairs, but are still on their feet everyday and are capable of running their business mentally and physically. They may not always appear in the best of moods, but know how to communicate with their customers. They know who their own customer base is and know what products they want and are looking for in their community. My customer, in this segment, is simply trying to find a way to keep their business afloat and to support their middle-class lifestyle. 

I think that I have a few things in common with the customer that I have identified in this segment. I grew up in a lower to middle-class household with multiple siblings and two parents who had to work to put food on the table. I have never been concerned about having enough to eat but remember times when we were definitely struggling to purchase healthy foods or new clothes. I think that my identified customer has similar memories. Their businesses have been through good and bad times, and they know the importance of trying to save when possible but have also spent many weeks or months concerned that their business may not survive. I do not think it is a coincidence that my identified customer looks and feels like this. I think that this is because they resemble the thoughts that I have seen my parents have in running their own small business. I think that these customers are trying to make their lives and their children's lives better but are not willing to do so by taking advantage of their customers.