Mammalian brain · Storytelling & Archetypes
The Caregiver Archetype
A brand or leader persona built on protection, nurturing and selflessness; it invites trust and lowers scrutiny of terms, which is why insurers, banks and hospitals use it.
An everyday example
'We're here for you' campaigns from institutions whose contracts say otherwise.
What it can cost you
Treating a persona as a promise.
Warning signs
- I trust them because they seem kind.
- I have not read what they actually commit to.
One thing to do
Check whether the caring extends to the terms, the exits and the complaint process.
Is this happening to you right now?
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