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The Nurturer, The Parent, The Angel
The caregiver is driven by their needs to protect and care for others. They offer protection, safety and support for their customers. They have an innate capacity for nurturing. The worst thing that could happen to them would be for their products to be perceived as harmful or exploitative.
To help and care for others
Protecting and doing things for others
Selfishness and Ingratitude
Supporter, Advocate, Nurturer
Movie character that embodies 'The Caregiver'
Robin Williams in "Patch Adams"
Other Caregiver Brands:
Usually, caregiver brands have the view of the brand archetype supporting families or serving public sectors for example healthcare and education. They aim to make people take care of themselves. Almost all baby care brands are based on this archetype, which not coincidentally, also functions under a different name – the Mother.
The caregiver brand will promise to protect.
The caregiver will be generous, compassionate and strong on a positive note, but on the negative, they can be seen as manipulative and co-dependent.