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The Caregiver

What Is The Caregiver?

The narrative of brands using the Caregiver archetype revolves around supporting and nurturing others as well as caring for their well-being. They create a perception of selflessness and open-heartedness and, in this way, build reassurance and trust.

Key themes: care, protection, trust, family values
Dominating tonality: warm, soft, delicate

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3M
7up
Absolut
Accenture
Adidas
Adobe
Airbnb
Allianz
Zoom
Zillow
Zara
YouTube
Xbox
Wells Fargo
Walmart
Walkers

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