The caregiver is driven by their needs to protect and care for others. Caregiver businesses offer protection, safety and support for their customers. They have an innate capacity for nurturing. The worst thing that could happen to a caregiver business would be for their products to be perceived as harmful or exploitative.
Usually caregiver brands have the view of the brand archetype supporting families or serving public sectors for example healthcare and education. The caregiver aims 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.