Everywoman | everyman archetype
The everywoman | everyman archetype is realistic and practical. They are the community “do-gooders.” They are resilient, empathic, and help others anticipate possible trouble.
They pride themselves on practicality, doing what works, and seeing what is likely. Egalitarian and community-focused by nature, they like working collaboratively with unpretentious, trustworthy people. To avoid disappointment, they prefer not to engage in dreams or activities where they feel they don't have sufficient support or control of the outcome.
Regular guy/gal next door, realist, communitarian, advocate (see Caregiver), member/citizen, networker (messenger/courier, journalist), servant, diplomat/ambassador, gossip, scribe (see Sage)
Connecting with others. Having a sense of belonging and enjoyment in the simple, common things in life.
Connecting to and building a democratic community.
Everyone is created equal.
“We are at our best working together. All for one and one for all."
Develop ordinary virtues, be down to earth, provide the common touch. Support and encourage egalitarian teamwork.
Principles and belonging. Rooting for the underdog.
Being part of a group or community. Enjoying life’s simple pleasures.
Being part of and supporting a community or group that in turn supports their beliefs and values.
Add value to society in support of the collective common good without watering down contributions.
Samwell Tarley (Game of Thrones books & TV series), Clark Kent (Superman’s everyman alter ego), Lilo (Lilo and Stitch Disney series), Hobbits (Lord of the Rings books and movies) Cheers TV series
Levi’s clothing brand, Matt Damon (actor), Jimmy Carter (former U.S. President), Julia Roberts (actress), IKEA retail stores, Target retail stores, Budweiser beer brand, Covergirl cosmetics brand, Erin Brockovich (real life advocate and the movie of the same name), Woody Guthrie (musician), New York Rangers (hockey team), Chicago Cubs (baseball team), Green Bay Packers (football team), Paul Newman (actor), Ben & Jerry’s ice cream, Trader Joe’s stores, Craigslist
“One for all, all for one.” “Life is better together.” “We can do this.” (Rosie the Riveter)
Realism, empathy, lack of pretense
Wholesomeness, genuineness, lack of pretension, friendliness & empathy with others
They can become too comfortable with the status quo. In effort to belong, they can lose themselves or compromise their beliefs and values.
Standing out and being rejected as a result. Being left out from their tribe.
They do not necessarily trust authority figures. Can be difficult to move out of their comfort zone. Ignorance. Group think.
Secrecy and conspiracy (Secret societies such as QAnon and the Deep Web). Community that gets watered down or devolves into least-common superficiality or bureaucracy.
Honesty, real, belonging, connected, community, genuine, authentic, wholesome, ordinary, down-to-earth, resourceful, friendly
Wholesome, without pretense, folksy, sociable, neighborly, faithful, resourceful, friendly, unselfish, grounded, casual, non-threatening, supportive
Everyman/everywoman customers possess a charming, unassuming sincerity. They prefer to be part of a community or neighborhood that helps each other out. The regular guy/gal next door is practical, down-to-earth and realistic. They want to do the right thing and expect their favorite brands to set good examples. They appreciate the little bonding moments in life, such as hanging out at neighborhood BBQs and ice cream socials.
Be regular, supportive members of the human family. Be helpful to all. Enjoy life. Inspire others to action and work together.