The Caregiver Archetype is also known as the Saint or the Parent. The Caregiver revolves around care and compassion, similar to a good mom or dad. A brand that falls into this category is dedicated to preserving and protecting not just people but the planet and any living thing. The Caregiver appeals to others by being nurturing and showing a deeper level of compassion and sincerity that differentiates from the other 12 brand archetypes. The Caregiver can also be calmer, more organized and stable.
Before exploring some examples of Caregiver brands, let’s talk about how the Caregiver Archetype is depicted in film to create some of the most iconic and memorable characters that we love and admire.
The Caregiver Archetype in Film
In film, The Caregiver Archetype is portrayed by Leigh Anne Tuohy (Sandra Bullock) in The Blind Side. She is a devout Christian, caregiver and motherly figure who develops a bond with Michael who is struggling in his youth.
“Love your neighbor as yourself”
DESIRE: Service
PERSONALITY TRAITS: Sincere, Warm, Nurturing, Empathetic, Altruistic, Compassionate, Organized
EXAMPLES: Starbucks, Dove, Unilever, P&G, CVS, Patagonia, New York Life, TOMS, Charity Water, Home Centre, Save the Children
Examples of the Caregiver Archetype
Brands that fall into this category are able to create emotional connections with people by showing a deeper level of empathy, responsibility, care, and compassion. Caregiver brands will resonate the most with people who either have an innate desire to bring help and comfort to others or people who are looking for a deeper level of care, warmth, and comfort.
The qualities of Caregiver brands can be seen in their heartwarming messages, products, campaigns and experiences that are carefully crafted to create a sense of warmth and care. Below are 5 examples of Caregiver archetype brands as well as how they use video commercials to connect with audiences. By studying their marketing, we can gain a better understanding of the essence of these brands.
1.) Proctor & Gamble
P&G is a brand that has existed for decades. Over the years they have built an impressive portfolio of products and brands in a broad range of categories from baby care to oral care.
They are known for their deeper understanding of consumer needs and this allows them to create higher quality products that improve lives. P&G is also known for their commitment to sustainability and social causes. This allows them to win the hearts of consumers who align with the same values. Through their emotional campaigns and storytelling, they convey themes like family, health, empathy, childhood and togetherness.
2.) TOMS
TOMS Shoes is a brand that was founded recently around 2006 but one thing that allows them to stand out is the fact that for every pair of shoes you purchase, they will donate another to a child in need. Over the years they expanded to address other community needs such as access to clean water and safe birth.
Their passion for social responsibility allows them to connect with people at a much deeper level. Customers are attracted to not just their products but the impact they are making in the world. This also attracts a community of supporters who are also passionate about social causes. Through their campaigns and storytelling, they reflect their commitment to the greater good of humanity.
3.) Pedigree
Pedigree is a leader in the pet food industry. They are renowned for not just their wide range of pet care products but their commitment to animal welfare. This allows them to connect with pet owners at a much deeper level.
Pedigree is admired for their donations to support dog shelters and similar initiatives. They are also remembered for their commercials that further strengthen their brand’s image and message about love and care for pets. Through The Teacher Dog campaign, they express the bond between children and pets in a way that resonates with pet owners.
4.) Home Centre
Home Centre is a leader in the home furnishings retail space. They are known for their great customer experience, along with their commitment to sustainability and social responsibility. Through this commercial, they express empathy for single mothers in the household while showing the bond between parent and child.
5.) Dove
Dove is a brand with a purpose to make a positive experience of beauty accessible to every woman. This purpose is expressed through their Real Beauty Campaign which led people to rethink what beauty really means. Dove is admired not just for their range of nourishing personal care products, but also their commitment to promoting self-esteem and body confidence in women. By showing care and addressing these societal issues related to beauty standards and mental health, they are able to connect emotionally with people who share the same values or face the same challenges.
In conclusion, The Caregiver brand archetype is admired for the deeper sense of compassion and care for not just people but the planet and all living things. Some perfect examples are P&G, TOMS, Pedigree, Home Centre and Dove. This archetype can also be seen in film and in other aspects of culture. So which Caregiver brands do you admire the most and why? Let us know in the comments below.
If you enjoyed this article then you may also enjoy my previous one on The 12 Brand Archetypes.
