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In the well known classic tale of Persephone, the mother figure of Demeter embodies the classic Caregiver. She truly embodies fullness and generosity until she begins to feel taken for granted by those in her care and thus tries to establish boundaries. She also shows a more shadowy aspect in what appears to very strict control over her daughter’s actions and growth. Albeit somewhat futility in the end.

Caregivers, at their core, are kind people who care for others. They can serve as inspiration for the world through their acts of kindness and compassion. However, they can often  give all of their energy to others and forget to hold any back for themselves.

Caregivers fear instability for those in their care as well as those more vulnerable generally. Whilst Caregivers may be typically associated with mothers, nurses, teachers and doctors, there is a little more to the Caregiver brand archetype than meets the eye.

For example, in literature we can see how polarizing the treatment of mothers can be from the silly and fussing mother in Pride and Prejudice to the paragon of virtue that is Mrs Copperfield in Little Women. Or as simply as the fairy godmother vs the evil stepmother.

This is due to the fact at the darker end of the spectrum, Caregivers can start to become co-dependent and feel like they need to be able to care for someone in order to fulfill their self worth and retain their sense of self. This can often lead to stories to demonize the Caregiver role as the protagonist seeks to break free from their control.

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At their best Caregivers are altruistic, caring and loving. Caregivers make the world a better place with their compassion and kindness.

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There is too much of a good thing and at the darker side of the spectrum are those caregivers which manipulate people into doing what the Caregiver thinks best for them.


Caregivers may also find it difficult to put themselves first. Caregivers can often be martyrs to the cause and can struggle with their own health issues, burn out and not making time for themselves.

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Caregivers are motivated to protect people, both loved ones and vulnerable people alike from harm. Their goal is simply to help others. Their biggest fears are ingratitude or being perceived as selfish.


Their mission therefore  is to do things for others. They struggle with martyrdom of the self, whether that is their health, time or their actual sense of self being to wholly depend on another.

Caregivers, therefore, are attracted to brands that will help give them the tools to look after others. As their health often suffers due to the amount of responsibility, they may also look for products or tools to help combat this.

More self-aware Caregivers might also seek help as regards their issues with codependency or with their difficulty in putting themselves first. However, whilst Caregivers may acknowledge they have issues with health and tiredness, they may be more focused on looking for products to treat the symptoms rather than acknowledging the source of their issues.

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  • Core Desire: To protect others from harm
  • Core Goals: To help other people
  • Fears/Barriers to Success: Caregivers fear selfishness or ingratitude 
  • How this informs their Actions: They strive to do things for others
  • Caregivers struggle with martyring themselves and entrapping others

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Motivation: Seeing someone in need

Stage One: Caring for a dependent

Stage Two: Balancing self care with care for others

Stage Three: Concern for the larger world

Shadows: Guilt tripping, enabling and martyrdom of the self

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