Belonging and enjoyment
The Everyman
The regular one who wants nobody to feel left out.
- Core desire
- Belonging
- Motivation
- Belonging and enjoyment
What they are like
Friendly and unshowy, the Everyman would rather fit in than stand out. Easy to talk to, not too loud and not too clever, quick to trust and quietly afraid of being turned away.
How to brand to them
Make people feel included rather than impressive. Value and honesty beat exclusivity; anything that flatters a select few will read as a door closed in everyone else's face.
Brands the sources place here
IKEA
Named as published examples of the archetype, not as clients or endorsements.