The fifth archetype is The Advocate. The purpose of The Advocate is rooted in Maslow’s concept of love. Their goal is to help fight for a group.

Type: Love
Category: P to P
Archetype: The Advocate – Those who fight for a group
Fiction: Atticus Finch, Katniss Everdeen
Non-Fiction: Susan Komen, Sheryl Sandberg, Michelle Obama, MLK, Oskar Schindler

The symbol of The Advocate is Atticus Finch from To Kill A Mockingbird. Brands with The Advocate archetype are passionate supporters. They want to stand up for certain people. They are wired to fight. In the words of the lawyer Atticus Finch, “You’ll decide you don’t like the taste of injustice, not for you and not for anyone, and you’ll understand that even though all the battles can’t be won, that doesn’t mean you won’t fight.”

This archetype can be broken into the following subcategories:

• Advocating for an empowered constituency: AARP, Pedigree
• Helping the unfortunate: Krochet Kids, Panera Bread
• Honoring service: Johnson&Johnson, Mission BBQ
• Empowering through education: Fuller Cut
• Empowering a cause: Intrepid Travel
• Defending the powerless: Meathead Movers
• Co-operatives: REI, Brooklyn Co-op