Stability and control
The Caregiver
The one who looks after people before being asked.
- Core desire
- Service
- Motivation
- Stability and control
What they are like
Selfless and steady, the Caregiver protects people who need it and takes them under a wing until they can stand up. They are preventive as much as reactive, often near a problem before or after it happens.
How to brand to them
Warmth first. The people this archetype speaks to are often vulnerable, so the tone has to be soft, generous and safe. Educational and conscience-led messages work where a hard sell would not.
Brands the sources place here
Fairy
Named as published examples of the archetype, not as clients or endorsements.