PROVIDING STRUCTURE TO THE WORLD
The Caregiver is a good identity for brands ● ●
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for which customer service provides the competitive advantage. that provide support to families (from fast food to minivans) or that are associated with nurturance (such as cookies). for services in the health care, education, and other caregiving fields (including politics). that help people stay connected with and care about one another. that help people care for themselves. for non-profit causes and charitable activities.
we have been living in a very cynical time. What Caregivers want to hear is that they are not losers if they care about others. Our guess is that brands which avoid portraying the Caregiver in stereotypical ways, but that reinforce Caregiver values, are well positioned to thrive. Any archetype that has been repressed always has energy. That energy can propel winning brands today, but only if the level of the archetypal expression is both androgynous and self-actualized. Moreover, just as there has been a proliferation of services designed to help members of contemporary organizations work well together, the next frontier will be similar services to help families not only stay together, but develop the emotional ability to thrive in a community. Furthermore, community development activities are on the rise. We have moved out of a time when our group afﬁnities are deﬁned by our ethnic or racial identity. We now live in somewhat more integrated settings. Although there is also a counter–trend, people want to make a pluralistic society work, for the most part. Wise brands will understand that the Caregiver archetype is now being expressed not only in the family, but also in the world. In some ways, it seems to us that brands can count on people to be better than we have thought they were—and more capable of expanding the circle of care than had been thought. The Caregiver is always related to the Innocent, because it is usually the Caregiver who makes the Innocent’s desire for a safe and beautiful world come true. It is a short step between the Innocent Coca-Cola brand singing, “I’d like to buy the world a Coke and keep it company” and the Caregiver reaching out to give some substance to that wish.