Target Audience
Demographics & Psychographics
• Adults 25–54 • Homeowners, urban professionals, solo travelers • Likely to value self-reliance and security • Open to new tech and gadgetry (early adopters and DIYers) • Appreciate dry humor and subversive storytelling Byrna Buyer Profile: • Interested in non-lethal defense options • Motivated by family protection, urban safety, outdoor use • Shopping for an alternative to firearms • Often politically moderate or privacy-conscious
THE MARK
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