The first archetype is The Protector. The purpose of The Protector is rooted in Maslow’s concept of safety. Their goal is to protect what is important.

Type: Safety
Archetype: The Protector – Those who protect what is important
Fiction: Superman, Captain John Miller (Saving Private Ryan)
Non-Fiction: Al Gore, Ralph Nader, Gloria Steinem

The symbol of The Protector is Superman. Brands with The Protector archetype are motivated to help others. In the words of the Man of Steel, “The welfare of Earth and all its people will always be my primary concern. But if there is a solution of hunger, it must be one that comes from the compassionate heart of man and extends outward toward his fellow man. To reach out to those in need and inspire others to do the same. That is life’s greatest necessity and its most precious gift.”

The Protector archetype can be broken down into the following sub-categories:

• Greenwashing: Campbell’s
• General good unrelated to the business model: SC Johnson
• Responsible manufacturing: Numi Organic Tea
• Adding general good to an existing business model: Ben & Jerry’s, Burt’s Bees, New Belgium
• Adding specific good directly related to the product to an existing business model: Cotopaxi
• Building product and purpose in tandem: Namaste Solar
• Starting with a desire to protect and build a product completely dedicated to the purpose: New Resource Bank