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Customer Simulation Report: Sofia Martinez - CMO Evaluation

Customer Profile: Sofia Martinez, 48-year-old CMO Location: Lincoln Park, Chicago Annual Income: $615,000 Budget: $30,000 Purchase Likelihood: 60% Home Style: Victorian-era architecture Key Values: DEI commitment, representation, community impact, authentic values alignment

Executive Summary

As a seasoned marketing executive and diversity advocate, I approached Outer Spaces (spaces.liveouter.com) with high expectations for both product excellence and authentic corporate values. While the company demonstrates strong environmental commitments and innovative product design, the absence of visible diversity, equity, and inclusion initiatives represents a significant gap for executive buyers who prioritize corporate responsibility beyond environmental sustainability.

Purchase Decision: NO - Would not purchase at this time

Primary Concerns: 1. No visible DEI commitments or initiatives 2. Homogeneous leadership team (all male, limited diversity) 3. Modern aesthetic incompatible with Victorian home architecture 4. Lack of transparency around supplier diversity or community programs 5. Missing representation in marketing and visual content

Part 1: Initial Impressions Through DEI Lens

Website First Impressions

Positives: - Clean, professional design suggesting operational competence - Strong environmental messaging: "Rethinking the way we live outside. For people and planet" - Climate Neutral Certified company - Member of 1% For The Planet - Focus on sustainability and longevity over "fast furniture"

Immediate Concerns: - Complete absence of human representation in imagery (purely technical product shots) - No visible diversity in any visual or written content - No "Diversity & Inclusion" or "Our Team" sections - No mention of community partnerships or social impact beyond environmental focus

Marketing Professional's Assessment

As a CMO, I immediately notice what's missing. The tagline mentions "people and planet," but the website exclusively focuses on the planet component. Where are the people? This feels like an incomplete brand story—strong on environmental credentials but silent on social equity, which is increasingly table stakes for premium brands targeting conscious consumers.

The website's technical, product-focused approach lacks warmth and human connection. For a company selling outdoor spaces designed to "bring people together," the absence of actual people in the marketing is a telling oversight.

Part 2: Diversity and Inclusion Evaluation

Leadership Team Analysis

Research Findings (via The Org and LinkedIn):

Leadership Team Composition: - Jiake Liu - CEO & Co-Founder (Male) - Terry Lin - Co-Founder & Chief Design Officer (Male) - Robin Liao - VP, Engineering (Male) - Michael Delevante - Chief Operating Officer (Male)

Assessment: The leadership team appears to be 100% male with limited visible diversity. While Asian representation at founder level is positive, the lack of gender diversity and absence of other underrepresented groups in senior leadership is concerning for a company founded in 2017.

For context, my mentees and I regularly discuss how companies founded post-2015 should have diversity embedded from inception—not as an afterthought. This team composition suggests diversity may not have been a founding priority.

DEI Initiatives & Programs

What I Found: Nothing.

What I Expected as a C-Suite Executive: - Diversity statement or commitment page - Employee Resource Groups (ERGs) - Supplier diversity program - Community partnership programs, especially with underrepresented entrepreneurs - Transparent diversity metrics or goals - Women in leadership initiatives - LGBTQ+ inclusion policies - Accessibility commitments

What Was Actually Present: Environmental sustainability initiatives only.

Supplier Diversity & Trade Program

The Trade Program page (https://spaces.liveouter.com/trade-program) targets contractors, designers, and builders but makes no mention of: - MWBE (Minority and Women-Owned Business Enterprise) partnerships - Support for diverse contractors or emerging designers - Outreach to underrepresented groups in trades - Any intentional effort to build a diverse partner ecosystem

As someone who sits on diversity boards, I know intentional supplier diversity programs drive meaningful economic impact for underrepresented communities. The absence here is notable.

Visual Representation

Finding: Zero human representation in website imagery.

While the technical approach avoids problematic tokenism, it also avoids the opportunity to signal inclusive values through thoughtful representation. The result feels sterile and disconnected from the human experiences the products are meant to enable.

Missed Opportunity: Show multigenerational families, diverse friend groups, different body types, abilities, and cultural traditions—all enjoying outdoor spaces. This would authentically demonstrate the "for people" part of their tagline.

Corporate Transparency

Limited Information Available: - No corporate social responsibility report - No transparency report on workforce demographics - No board composition information - No mention of pay equity audits or policies - No accessibility statement

For a company positioned as values-driven and challenging "business as usual," the lack of transparency around social equity is inconsistent with the brand promise.

Part 3: Victorian Aesthetic Compatibility Assessment

Architectural Analysis

My Home Context: Lincoln Park Victorian home featuring: - Ornate woodwork and detailed trim - Historical architectural elements - Traditional color palettes - Period-appropriate landscaping - Neighborhood historic preservation guidelines

Outer Spaces Product Aesthetic:

Design Characteristics: - Distinctly modern/contemporary minimalist style - Clean lines with minimal ornamentation - Industrial materials (machined aluminum, composite decking) - Patent-pending modular system emphasizing efficiency over craftsmanship - Technical, engineering-focused design language

Compatibility Assessment: Poor Fit

The products would create jarring aesthetic conflict with Victorian architecture:

  1. Material Mismatch: Machined aluminum and composite materials contrast sharply with traditional wood and wrought iron common in Victorian outdoor spaces

  2. Design Philosophy Conflict: Victorian architecture celebrates ornamentation, detail, and craftsmanship. Outer Spaces celebrates minimalism, efficiency, and modern innovation

  3. Visual Integration: The contemporary clean lines would appear out of place against ornate Victorian architectural details

  4. Historical District Considerations: My neighborhood has preservation awareness, and neighbors appreciate architectural coherence

Alternative Consideration

For Victorian homes in Lincoln Park, I would expect to see: - Traditional pergola designs with decorative brackets and post capitals - Wood or wood-look materials with authentic grain patterns - Ornamental railing options - Color choices that complement historical palettes (whites, deep greens, burgundies) - Architectural details that echo Victorian era design elements

Outer Spaces offers none of these options. The product line appears designed for modern, contemporary homes—not historic architecture.

Part 4: Values Alignment and Authenticity Check

Environmental Values - STRONG ✓

Authentic Commitments: - Climate Neutral Certified (verified third-party certification) - 1% For The Planet member (verifiable commitment) - FSC Certified materials (N003524) - Focus on longevity over disposability - 25-year warranty demonstrates confidence in durability - Recycled materials: products contain 99+ recycled plastic bottles

Assessment: This is genuine, substantive environmental commitment—not greenwashing. The certifications are legitimate and the 25-year warranty puts their money where their mouth is. As a marketing executive, I respect brands that can back up their environmental claims with third-party verification.

Social Equity Values - WEAK ✗

What's Missing: The tagline "For people and planet" promises dual commitment, but execution focuses almost entirely on environmental sustainability while neglecting social equity dimensions:

  • No visible commitment to workforce diversity
  • No supplier diversity program
  • No community partnership initiatives (beyond environmental giving)
  • No accessibility commitments
  • No programs supporting underrepresented entrepreneurs or communities
  • No transparency around labor practices beyond general "fair wages" statement

Authenticity Concern: As a CMO who evaluates brand positioning daily, there's a disconnect between the inclusive language ("for people") and the actual demonstrated commitments. This reads as incomplete values integration rather than intentional harm, but the gap is significant.

For a company founded in 2017 and positioned as challenging industry norms, the absence of DEI focus feels like a missed opportunity to genuinely reimagine the industry holistically—not just in environmental terms.

Community Impact - UNCLEAR

Limited Information: - 1% For The Planet donations focus on environmental organizations - No visible programs supporting local communities - No scholarship or mentorship initiatives - No partnerships with community organizations beyond environmental focus - Trade program lacks intentional outreach to diverse professionals

What I Expected: As someone who mentors Latina professionals specifically, I look for companies that invest in the next generation through: - Internship programs targeting underrepresented students - Design competitions or grants for emerging diverse designers - Partnership with HBCUs, Hispanic-Serving Institutions, or similar programs - Community space-making initiatives in underserved neighborhoods - Support for diverse entrepreneurs in the outdoor living sector

None of this was visible on the website or through research.

B Corp Status - ABSENT

Finding: Outer is NOT a Certified B Corporation.

Given the strong sustainability positioning, I initially expected B Corp certification. B Corps commit to stakeholder governance (not just shareholder primacy) and must demonstrate social and environmental performance, accountability, and transparency.

The absence suggests the company may not meet B Corp's requirements around worker treatment, community impact, governance, or other social dimensions—despite strong environmental credentials.

Part 5: Decision Rationale - Why I Would Not Purchase

As a diversity-conscious executive with $30,000 to invest in outdoor living spaces, I cannot proceed with this purchase for the following reasons:

Primary Dealbreakers

1. Values Misalignment on DEI (Critical)

My role as a mentor to Latina professionals and diversity board member isn't performative—it reflects core values that inform all my decisions, including purchasing. I actively seek companies that: - Demonstrate commitment to representation in leadership - Support diverse suppliers and partners - Invest in underrepresented communities - Practice transparency around equity efforts

Outer Spaces shows none of these commitments. For a $30,000 purchase, I expect values alignment, not just product quality.

2. Aesthetic Incompatibility (Critical)

The modern, minimalist design fundamentally conflicts with my Victorian home's architectural character. Even if DEI concerns were addressed, these products wouldn't work for my space. This is a practical dealbreaker independent of values concerns.

3. Incomplete Brand Promise (Significant)

The "for people and planet" positioning creates expectations the company doesn't fulfill. As a marketing professional, this incomplete execution concerns me. It suggests either: - Lack of awareness about what "for people" means beyond product function - Intentional positioning without substantive backing (which would be more troubling) - Early-stage company that hasn't yet integrated social values (possible, but they're 5+ years in)

Secondary Concerns

4. Leadership Homogeneity

The all-male leadership team, while including Asian representation, lacks the diverse perspectives that drive innovative, inclusive companies. Research consistently shows diverse leadership teams make better decisions and build more resilient companies.

5. Missed Opportunity as a Mentoring Venue

I specifically wanted outdoor space for mentoring Latina professionals—creating a welcoming, inspiring environment. I want to support companies whose values I can authentically share with my mentees. Outer Spaces doesn't give me that story to tell.

6. No Visible Community Investment Beyond Environment

While environmental commitment is important, I look for companies that demonstrate broad stakeholder responsibility—workers, communities, suppliers, customers. The narrow focus concerns me.

What Would Change My Mind

If Outer Spaces addressed these issues, I would reconsider:

  1. Immediate (6-12 months):
  2. Publish diversity commitments and baseline metrics
  3. Launch supplier diversity program targeting MWBE partners
  4. Add diverse perspectives to leadership or advisory board
  5. Partner with organizations supporting underrepresented communities

  6. Add human representation to marketing showing diverse customers

  7. Medium-term (12-24 months):

  8. Report progress on diversity metrics transparently
  9. Establish ERGs or employee councils
  10. Create scholarship/internship program for underrepresented students
  11. Achieve B Corp certification

  12. Develop product lines with traditional/classic aesthetic options

  13. Long-term (24+ months):

  14. Demonstrate sustained commitment with measurable progress
  15. Build reputation as equity-focused leader in the industry
  16. Show gender and ethnic diversity at all organizational levels

Part 6: Recommendations for Diversity-Conscious Executive Buyers

For Buyers Like Me (Representation-Focused Executives)

Before Engaging with Outer Spaces:

  1. Direct Inquiry: Contact the company directly to ask about DEI initiatives. Sometimes companies do more than their website reflects. Ask specifically about:
  2. Current workforce demographics
  3. Diversity goals and timelines
  4. Supplier diversity program
  5. ERGs or diversity councils

  6. Community partnership programs

  7. Request Transparency: As a significant customer (30k budget), you have leverage. Ask for a call with leadership to discuss corporate values and get authentic responses.

  8. Consider Alternatives: Research competitors' DEI commitments before deciding. You may find companies with comparable products and stronger values alignment.

  9. Communicate Your Priorities: Let them know DEI matters to your purchasing decision. Customer feedback drives business decisions—your voice matters.

For Outer Spaces: Recommendations from a CMO

As a marketing executive who has driven brand transformation at Fortune 500 scale, here's my counsel:

Critical Priority - DEI Integration:

  1. Leadership Diversification:
  2. Add women and underrepresented groups to leadership team and board
  3. Create advisory council with diverse voices

  4. Set public goals with accountability

  5. Transparent Communication:

  6. Publish annual diversity report with baseline metrics
  7. Share goals, progress, and challenges authentically

  8. Create dedicated DEI page on website

  9. Supplier Diversity Program:

  10. Partner with MWBE contractors, designers, installers
  11. Set supplier diversity spending goals

  12. Feature diverse partners in marketing

  13. Community Investment:

  14. Partner with organizations serving underrepresented communities
  15. Create scholarship program for diverse students in design/engineering

  16. Support outdoor space access in underserved communities

  17. Visual Representation:

  18. Include diverse people in lifestyle photography
  19. Show various family structures, ages, abilities, ethnicities
  20. Authentically represent your customer base

Strategic Opportunity:

The outdoor living industry lacks DEI leadership. Outer Spaces could differentiate dramatically by becoming the first major player to prioritize both environmental AND social equity. This would: - Attract values-driven executives like me (significant purchasing power) - Build loyalty with younger consumers who expect DEI commitment - Attract diverse talent in competitive hiring market - Generate positive press and brand differentiation - Align actions with existing "for people and planet" positioning

Aesthetic Expansion:

Consider developing product lines for different architectural styles: - Traditional/Classic line for historic homes - Contemporary line (current offering) - Transitional line bridging both aesthetics

This would dramatically expand addressable market while respecting architectural diversity.

Part 7: Final Assessment & Alternative Actions

Purchase Decision: NO

Decision Confidence: 95%

The combination of aesthetic incompatibility and values misalignment makes this a clear no. Even with a $30,000 budget and genuine need for outdoor living enhancement, I cannot justify this purchase.

Alternative Path Forward

What I Will Do Instead:

  1. Research Alternative Suppliers:
  2. Seek companies with traditional design offerings compatible with Victorian architecture
  3. Prioritize women-owned, BIPOC-owned, or B Corp certified businesses

  4. Look for custom deck/pergola builders with diverse ownership or strong DEI commitments

  5. Local/Regional Options:

  6. Connect with Chicago-area contractors, particularly MWBE certified businesses
  7. Support local economy and build relationships with diverse professionals

  8. Potentially mentor diverse entrepreneur in the outdoor living space

  9. Custom Design:

  10. Work with architect spouse to design custom solution
  11. Intentionally source from diverse suppliers

  12. Create exactly what I envision without aesthetic compromise

  13. Future Consideration:

  14. Monitor Outer Spaces for DEI progress
  15. Reconsider if they demonstrate authentic commitment to equity
  16. Potentially engage in dialogue about their DEI journey

Opportunity for Dialogue

Despite my decision not to purchase, I would be open to conversation with Outer Spaces leadership about: - Sharing this feedback constructively - Offering CMO perspective on brand positioning and DEI integration - Potentially advising on their DEI journey if they're committed to authentic change

Companies can evolve, and early-stage businesses may not have addressed all dimensions of responsibility yet. The question is: are they open to feedback and committed to growth?

Part 8: Broader Industry Observations

Gap in the Market

My experience reflects a significant market gap: diversity-conscious executives with substantial budgets seeking values-aligned outdoor living solutions.

This demographic: - Has significant purchasing power - Makes values-based decisions - Influences peers and communities - Shares experiences widely (social media, professional networks) - Seeks authenticity over performative marketing

Market Opportunity: The first outdoor living company to authentically integrate DEI with environmental sustainability will capture this underserved segment.

The "And" Not "Or" Imperative

Modern conscious consumers—especially executives and professionals—expect "and" not "or": - Environmental sustainability AND social equity - Product innovation AND worker dignity - Business success AND community impact - Shareholder value AND stakeholder responsibility

Outer Spaces currently offers environmental sustainability OR social equity (choosing the former). This incomplete approach limits their appeal to the fastest-growing consumer segment: values-driven buyers who evaluate holistically.

Representation Matters in B2B Marketing

As a CMO, I understand marketing power. But representation isn't just marketing—it reflects who's in the room making decisions. When I see homogeneous leadership, I wonder: - Who's not at the table? - What perspectives are missing? - How does this affect product decisions, partnerships, community impact?

Diversity isn't charity—it's competitive advantage. Homogeneous teams miss opportunities, overlook markets, and create products that serve narrower audiences.

Conclusion

Sofia Martinez represents a valuable customer segment that Outer Spaces is currently missing: diversity-conscious executives with significant budgets and high expectations for corporate values.

While the company demonstrates strong environmental commitment and innovative product design, the absence of visible DEI initiatives and aesthetic inflexibility create dual barriers to purchase for customers like Sofia.

The Path Forward for Outer Spaces:

If the company aspires to truly serve "people and planet," they must expand their understanding of social responsibility beyond environmental sustainability to include equity, representation, and community impact. This isn't about checking boxes—it's about building a more resilient, innovative, and values-aligned business.

For Buyers:

Don't compromise on values. Your purchasing decisions are powerful statements. Seek companies that align with your full value set, not just product needs. And when companies fall short, share feedback—it drives change.

Report Prepared By: Sofia Martinez (Persona Simulation) Date: October 11, 2025 Purchase Decision: No Would Reconsider If: DEI commitments implemented + Traditional aesthetic options available Confidence Level: 95%

Appendix: Research Sources

Primary Sources: - Outer Spaces website: https://spaces.liveouter.com/ - About page: https://spaces.liveouter.com/about - Trade Program: https://spaces.liveouter.com/trade-program - Parent company (Outer): https://liveouter.com/

Leadership Research: - The Org: https://theorg.com/org/outer/teams/leadership-team - LinkedIn profiles (Jiake Liu, Terry Lin, Robin Liao)

Third-Party Verification: - Climate Neutral Certification - 1% For The Planet membership - FSC Certification (N003524) - ACG Los Angeles Sustainability Award

Additional Context: - Web searches for DEI initiatives, supplier diversity, community programs - Competitive landscape analysis - Industry best practices in DEI for direct-to-consumer brands