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    The Caregiver

    Caregiver brands
    promise recognition


    The Caregiver is an altruist, moved by compassion and generosity. Caregiver helps us raise our children, aid those in need, and build structures to sustain life and health. 

    A risk the Caregiver takes in their pursuit to help others is their tendency to harm themselves. They dislike selfishness.

    Caregiver brands

    are most successful when providing consistent, high-quality service or care; creating stable and nurturing environments; and advocating for others at a very high level.


    • Campbells, Pampers, Dove, Unicef

    The caregiver is driven by their need to protect and care for others.

    Suitable for brands that:

    • Give customers a competitive advantage.

    • Support families or is associated with nurturing.

    • Serves the public sector, e.g. health care, education

    • Helps people stay connected with and care for themselves and others.

    • Is a non-profit or charitable cause.

    The Caregiver is also known as:

    • Supporter/advisor: Lends a helping hand, support, or counsel to others.

    • Advocate: Stands up to others on behalf of those in need.

    • Nurturer: Provides comfort, kindness, and compassion to others.

    • Service provider: Provides consistent, high-quality service or support.

    • Altruist: Gives selflessly to make a difference for others.

    Core Desire:

    • to protect and care for others.

    Best sides: 

    • compassionate, generous and strong.

    Worst sides:

    • masochistic, manipulative and codependent.

    Advertising message:

    Customers want to be recognised for their effort, without being patronized. Use emotionally-driven adverts. Offer protection, safety and support.

    Advertising imagery:

    Traditionally the caregiver in the family, show parents mastering everyday life or show how they make us stronger.

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