Audience Analysis - Retail Tech Recycling
Adrian Galltier
Like this project
Posted May 21, 2024
An audience analysis for a technology recycling program that would benefit retailers, the government, and the planet!
Introduction
E-waste is polluting our world at an alarming rate. Technology becomes outdated or obsolete in a matter of years and these items do not just disappear. They are disposed of, filling up landfills internationally. E-waste equates to 70% of the nation’s toxic waste and 20-50 Metric Tons are disposed of annually worldwide. This is a major problem and it must be addressed in a logical way.
The Goal
Our goal is to expand awareness and participation in E-waste recycling by empowering retailers to connect with Environmental/Social/Governmental Departments to offer e-waste recycling. Retailers can create customer-facing buyback programs to generate more business, they can gain a revenue stream from the sale of e-waste, and gain income tax breaks from the sale of waste to recycling firms. This in turn will benefit Environmental/Social/Governmental Departments by aiding them in their waste management goals.
Primary Audience
Our primary audience is electronics manufacturers and retailers. This is because they are citizen-facing easily-locatable places that people have everyday access to. Manufacturers and retailers are revenue-minded which means that they must see a benefit for their business.
When it comes to retailers and electronics manufacturers, the key is to remember that their business relies on a loyal customer base. So, how will this work? We can pitch it as a way to:
Gain more customers
Gain more business
Gain a positive, globally conscious, image
These are all things that retailers and manufacturers need in order to create sustainable profit.
Secondary Audience
Our secondary audience is Environmental/Social/Government Departments. These departments are not revenue-focused. They are goal-focused. Their jobs are to accomplish goals within the realm of waste management and to do it in a timely manner.
When it comes to these types of departments, the key is to remember that their jobs rely on doing what needs to be done and doing it within a governmental budget. We can pitch it as a way to:
Gain cooperation/allyship with retailers/manufacturers who are key components of the e-waste problem
Gain easy access to the public through retailer’s open doors
Gain public recycling awareness from retailer’s loyal customers
These are all things that will help get these departmental tasks completed.