The Everyman has the desire to do more, and is unsatisfied with the status quo. Each archetype demands different things of marketing, and it is integral that you know prior to the development of a marketing strategy.
Let’s dive into some of the details, and better grasp an understanding of The Everyman. Note: If you’re curious about finding and understanding your audience better, try our Archetypes Quiz here.
The Everyman navigates their day-to-day life by building communities. By promoting acceptance of all, they build meaningful relationships with those around them. The Everyman finds satisfaction in being the people’s people, and excels in being transparent and down to earth.
This archetype can be described as having a variety of characteristics including hardworking, selfless, and dependable. They are trustworthy and ensure that those around them share the same values. Due to their fear of being outside, they tend to be very inclusive. By ensuring that they exclude no one, they are approachable and reliable.
The Everyman ensures that the world is accepting of all and lives life that exemplifies inclusion, acceptance, and belonging.
When you are looking at your target audience, you need to determine whether they are an Everyman archetype.
The Everyman can often be found in the blue and red collar industries. This is due to their hardworking nature, and their desire to find a community. They work hard so others don’t have to.
When deciding whether your target market is The Everyman, there are several key things to consider.
- Is My Target Market Selfless?
- Does My Target Market Belong to many Many Groups or Collectives?
- Do My Consumers Purchase with Emotion?
- Does My Target Market Support Social Change?
- Is My Target Market Hardworking and Reliable?
If you answer yes to most of these questions, your target market is likely to be The Everyman.
When marketing to The Everyman, you need to understand what they value in advertising efforts, and on the contrary, what they dislike. Each archetype is different, and to ensure your success, you need to understand what they value in brand and marketing.
Similar to their key traits, The Everyman needs something that is reliable and accessible. They do not support marketing that promotes greed or selfishness. They have a realistic expectation of corporations, but refuse to support companies that function on inequality and selfishness.
When marketing to this group, it is integral that the marketing focuses on the practicality and functionality of the product. This marketing does not require a high level of creativity or complexity. Being authentic and down-to-earth will ensure that The Everyman responds well to the marketing.
The Everyman archetype will always desire community and a sense of belonging. Through inclusivity and reliability, you can effectively navigate your marketing strategy successfully.