THE EVERYMAN ARCHETYPE
"One of the most sincere forms of respect is actually listening to what another has to say."
- Unknown
In movies, there is the main character and there is a villain. Especially in action and rom-com genres. Then there is the best friend of the main character. We call that the regular guy/girl or in this case, the Everyman.
Everyman is the general people. They want to be part of society as a norm without standing out. They are neutral in every way and go with the flow. They do not need extravagance nor any sense of status.
Personality
The Everyman as a Personality
Everyman wants to fit in. But there are instances wherein fitting in isn’t right. Everyman’s case, their desire to be part of the group can also lead to giving up their own identity. They would rather forget about who they are if it means joining the crowd without standing out. Their fear of being someone pushes them into being no one. They will force themselves to be part of a group, and this will only lead to a superficial connection.
The Everyman as a Brand
As a brand, The Everyman is all about serving the general public. It does not cater to a unique audience, but to the average class citizens. Brands like Wrangler, GAP, and IKEA are at the forefront of Everyman brands. They offer products that can be used by average consumers. The good thing about their products is, although it is between moderate-low prices, the quality and style compete with the high status brands.
The Shadow of The Everyman
Everyman wants to fit in. But there are instances wherein fitting in isn’t right. Everyman’s case, their desire to be part of the group can also lead to giving up their own identity. They would rather forget about who they are if it means joining the crowd without standing out. Their fear of being someone pushes them into being no one. They will force themselves to be part of a group, and this will only lead to a superficial connection.
Everyman Color Palettes, Character and Slogans
Everyman Consumers
Everyman Consumers
Everyman consumers are your average citizens. They prefer to purchase products/service that relates to how their lives are. They don’t want high-status products/services. They are humble and any brand that promotes their business that is of the same value, then they will be loyal to that brand.
How to market to a Everyman Personality Consumer?
Brands that are honest and humble attract Everyman Consumers. Create relatable content and use social media as one of the priority business promotion platforms.
Brands should make their audience feel that they belong. Consumers feel the need for connection to others and having a brand that allows them to do that can result in the same consumers being loyal to the brand.
Everyman Levels
