How to Market to The Lover Archetypes

The Lover is passionate and desires harmony and love. 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 Lover. NoteIf you’re curious about finding and understanding your audience better, try our Archetypes Quiz here.

The Lover

The Lover is an interesting archetype. While many of the archetypes have roots in emotionality, The Lover lives in emotionality. They are passionate and kind. With that said, they have difficulty dealing with conflict. When disagreements arise, The Lover usually retreats from the situation. This happens because The Lover has a hard time standing up to others. They are most comfortable in situations where everyone gets along.

Building meaningful relationships is the primary goal of The Lover. Through the advocacy of love, they foster an inclusive environment. The Lover is in touch with their emotions and has the ability to engage in emotional experiences. With their high emotional intelligence they have the ability to be personable and passionate.

The Lover is the most inclusive and loving archetype. Through harmony and relationships, they can navigate all situations.

Target Audience

When you are looking at your target audience, you need to determine whether they are a Lover archetype.

When determining whether The Lover is your target audience, you must ask yourself several questions.

  • Does My Target Market Build Meaningful Relations?
  • Is My Target Scared of Rejection?
  • Does My Target Have High Emotional Intelligence?
  • Does My Target Market Advocate for Love?
  • Does My Target Market Dislike Conflict?


If you answer yes to most of these questions, your target market is likely to be The Lover. They are compassionate, kind, and sensitive and are found in loving environments. 

The Lover can be confused with The Caregiver due to the high emotional intelligence, however they differentiate. The Lover is focused on relationship building opposed to providing care and has a focus on creating love and promoting equality. By understanding this, you can properly plan your marketing strategy.


When marketing to The Lover, 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.

When marketing to The Lover, you need to focus on the eastheric. The Lover values appearance, and how the brand makes them feel. This is why they are a brand loyal archetype. When they find a corporation in which they find immense value, they latch on.

The Lover is a committed consumer, but they demand quality. When marketing to this group, every sense needs to be called up. The consumers need to be taken on a journey. If you use slapstick humour or cheap clickbait, The Lover will not engage. By making The Lover feel valued, success can be achieved.

The Lover archetype lives life through passion and promoting love. Through the understanding of equality, you can develop a marketing strategy that can connect with The Lover.

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