4 brand archetypes for creating powerful climate narratives
Carl Jung’s archetypes and their infographic friendly framework are commonplace in advertisers’ toolkits, perfect for segmenting audiences, crafting brand personas, or just showing off their skills online. Whilst some may dismiss them as ‘marketing BS’, I believe their focus on the core human drives (order, spirituality, connection and legacy) make them interesting from a climate change perspective.
We know from our work in climate misinformation and framing that the most successful narratives speak to people’s identity and values. These stories fuel culture wars and form identity-based politics in climate delayers and deniers by latching on to the things they care about. It is therefore essential to use these powerful framing tactics to own back the conversation and inspire positive change.
I have long thought that climate related comms lack the kind of aspirational messaging we see in brand adverts. When we buy a brand, we are usually buying a little bit of an identity for ourselves, or an extension of an idea of who we are we hold dear. Instead, Green advertising often relies on factual claims, nature provoking colours, and intangible realities.
I believe that Jung’s 4 human drivers of behaviour (explained in the original wheel below) can help us avoid this trap, and craft more powerful narratives for the climate fight that connect to people’s values and identities.
Archetype: The Innovator, Core drive: Structure
Who are they:
People who are driven by structure seek to provide order to the world around them. For the innovator archetype, they realise this through big ideas and creative problem solving. They will get behind narratives that either allude to progression in the way society works or introduce exciting new concepts.
How to create powerful climate messaging:
Framing the climate fight as a technological revolution and an opportunity to be ahead of the curve is likely to inspire this personality type. For individuals we can frame buying sustainable products as forward-thinking, trendsetting behaviour. When looking at broader society and talking to key decision makers, green solutions offer a political opportunity, and allow an energy revolution on British soil.
What to avoid when talking to this archetype:
Overly spiritual language and more cliche narratives around a connection to nature and saving our grandchildren is unlikely to capture an innovator’s soul and may disengage them. Whilst they are creative, they are more driven by proactive solutions over metaphors and anything that may lump them into the Hareem pant wearing hippie stereotype.
An example of a brand who nailed it: The Future Is Electric
Archetype: Explorer, Core drive: Spirituality
Who are they:
The explorer is hedonistic at heart and driven by a need to find spiritual understanding of the world and people in it. This often manifests itself in travelling if fortunate, or a desire to explore new things and experiences. This personality type is captured by myths, stories and secrets. They are the life and soul of the party, and are likely to know their rising sun and moon signs off by heart.
How to create powerful climate narratives:
What is likely to deter the innovator is likely to excite the explorer. A focus on nature and poetic amplifications of people focused stories from around the globe are likely to resonate with this personality type. They are also more likely to be enticed by metaphors such as the duty we have to mother nature and a positive, galvanising tone is key to capture their pleasure-seeking inhibitions.
What to avoid when talking to this archetype:
Jargon, facts, and too much information is likely to turn our explorers off when it comes to climate comms. They are also less likely to respond to time limits, and doom and gloom type messages, which might make them switch off completely. Their hedonistic nature means that we are more likely to capture their hearts by speaking to their immediate needs and desires.
An example of a brand who nailed it: Green & Black’s | Wildly. Deliciously. Organic.
Archetype: Everyman, Core drive: Connection
Who are they:
People driven by connection are motivated by relationships and human connection. They are inherently empathetic, and are fascinated by people and what makes them tick. For the everyman in particular the need to belong is core to who they are. They don’t like to stand out too much, but forge connections easily between different groups of people where their lack of judgement is apparent.
How to create powerful climate narratives:
The injustice of climate change is likely to anger this group to which equality is essential, therefore highlighting the humanitarian nature of the fight by amplifying stories from the global South is likely to be powerful. They are also more likely to be enticed by the ‘granddaughter’ trope, as this speaks to their family orientated nature. When focusing on the repercussions, on humans is more potent than financial, or natural.
What to avoid when talking to this archetype:
The largely white, and middle-class nature of the climate movement is likely to alienate the everyman. Empathising with the hardships of life for many people, such as poverty, racism and ableism, worries related to the climate may seem a privilege. Whilst there is no quick fix for this, a push for diversity and inclusion is an essential starting point.
An example of a brand who nailed it: Most Shocking Second a Day Video
Archetype: Rebel, Core drive: Legacy
Who are they:
Leaving a mark on the world is the aspiration of a personality type driven by legacy, and for the rebel, this is not done by following rules. The rebel is likely to be anti-establishment and mistrusting of the governing bodies and for this reason can fall trap to conspiracy theories and misinformation.
How to create powerful climate narratives:
Framing climate activism as anti-establishment is likely to excite the rebel who might grasp the opportunity to compare the climate fight to previous fights against injustice. Highlighting the role of big corporations and the government is also likely to galvanise the rebel, who may find solace in climate actions that oppose capitalism.
What to avoid when talking to this archetype:
Corporate messages are likely to cause scepticism in this group, as well as signs of cooperation with the rich and powerful, therefore talking in layman’s terms is more likely to be effective. They are less likely to be engaged by messages focused around harmony, and toxic positivity is often met with cynicism and doubt.
An example of a brand who nailed it: Buy Better. Wear Longer | Levi’s®
Conclusion
Despite my usually cynical nature, I found the archetypes a useful framework to create green narratives. The exercise forced me to really think about the audience, something I believe is integral to climate-based comms. In general, it reinforced my belief that speaking to people’s core values and identities is key to effective reframing. Next time you have to sell in sustainability, refrain from the temptation to turn everything green or shove in some ukulele and instead look to Mr. Jung for guidance.
