Customer portraits

Joshua, 27.

A picture framer and owner of an eco-cleaning business, living in Bristol.

Joshua is 27, single and lives in a shared rented house in Bristol. He is a picture framer and owns an eco-friendly cleaning business. He likes to support independent shops and businesses wherever possible. He does shop online but only when he has to. He feels forced to use supermarkets, because ‘they have shut local shops and sometimes there is no choice’. He likes reading, skateboarding and cooking. He sees himself as an ethical consumer and is drawn to smaller, local brands such as organic cooperatives.

“I don’t enjoy the facelessness of being a customer online – for me it’s less of an experience. Although it may be cheaper, you don’t have that customer experience, which is what I value.”