The Everyman/ Regular Guy Archetype

The Everyman/ Regular Guy Archetype

By Nitinder Dutt and Deepa Soman

“Let every man be respected as an individual and no man idolised” – Albert Einstein

The theory of archetypes was introduced by Swiss psychologist Carl Gustav Jung. He believed that universal, mystic characters – archetypes – reside within the unconscious minds of people all over the world. Archetypes represent the fundamental human motifs of our experience as we evolved, consequently the evoke deep emotions.

The Regular Guy or the Everyman archetype celebrates the virtue of being the common man. Simple values and a need for belonging helps them to develop wholesome virtues that endows them with a realistic perspective of the world. The Everyman takes pride in their down to earth ethos. Their image is honest, trustworthy and lacking pretence. In the world view of the Everyman all women and men are created equal. This gives them a keen sense of empathy for those who struggle to fit in.

The core desire of Everyman is to connect with others, so that they can fit in and belong as one of the crowd. The victories sought by the Everyman are not for self alone, but together as a group. The Everyman archetype is for those brands which give people a sense of belonging with everyday functionality, low to moderate prices, products produced by a company differentiated from elitist or high-priced brands[1].

The Everyman ultimately progresses into the humanitarian who strongly believes in the dignity and decency of every individual they meet, regardless of their circumstances.

However, when taken too far, the Everyman can be a victim of the abuse of others, because of their fear of being alone or they may go along with the lynch mob to be one of the ‘gang’

The Everyman has an ‘INCLUDER’[2] mindset and is accepting of others despite their individual differences. They display a sense of awareness of those who feel left out and make efforts to include them.

The Everyman is perhaps the most centred of all twelve archetypes especially when armed with confidence and self-belief to avoid the trap of going along with a group out of fear of being left behind or left alone.

Brands that embody the traits of Everyman Archetype make the customers feel OK just as they are and celebrates the wisdom of simplicity. IKEA, Levis, Wendy’s are some examples of Everyman archetype brands.[3] Indian brands like Maggi, Big Bazaar, Amul, Maruti, Patanjali are examples that represent the common man.

Everyman celebrities include, Will Smith, Sushant Singh Rajput, Vidya Balan, Irrfan Khan, Mahendra Singh Dhoni. The recent spate of Bollywood movies like ‘Toilet Ek Prem Katha[4]’ and ‘Pad Man[5] also celebrate the Everyman’s spirit to include everyone in the mainframe, let no one be left behind. My favourite Everyman’s archetype movie is 1976 flick ‘Choti si Baat’[6] starring Amol Palekar and Vidya Sinha. I suggest watching it as a homework to understand the Everyman Archetype, the entertainment along with it is just a collateral benefit!




[2] Gallup Strength Finder





1992 - 1996
1997 - 2001
2001 - 2007
2013 - 2019


Deepa starts working at Hindustan Unilever Ltd., and after working there for a few years decides to take a career break to take care of her son. The family plans to move to Jamaica, and she wishes to resume working. There are not a lot of opportunities post a career break for her, and this makes her realise the plight of women all across the world who are trying to resume working after taking a break. The seed for Lumière is planted. Deepa joins J.A. Young Research Ltd. to get back to her roots, and ultimately decides to start her own firm under her CA's advise.



Start of Lumière Consultancy in Jamaica



The family is aching to return to India, and post the birth of her second child, Deepa gets an offer from HUL to rejoin them. She has an itch to make it on her own, and so declines. This results in a different type of engagement between the two, and Lumière engages exclusively with HUL by expanding their scope. Deepa builds a stronghold in consumer behavior, and Lumière develops into an entity of its own. Inception of 'Consumer Centricity', which is their future key to strength, begins. With an expansion in their work, they need more resources and a group of like-minded talented professional women to join the team. Lumière gives them solace, a place to grow, rebuild their careers, and achieve goals beyond their expectations. They begin with mentoring initiatives, with an urge to inspire young individuals. People approach them through word-of-mouth, references, and to create opportunities beyong market research, Lumière becomes a Pvt. Ltd. company.



An opportunity arises to be a part of something big, to analyse the growth mindset and the creation of a best practice document for sequential recycling. Lumière makes an impact across categories and branches into Product Testing and Category Creation.



Lumière touches ₹ 1 crore. Their brochure is presented at MRSI. The company turns 10, and Milind joins the team as an observer. This becomes the phase of Lumière's upheavel: from scaling up, digitization and automation of processes, to plugging in leakages across departments and accounts. Their billings reach ₹ 3 crores.



Rashmi Bansal dedicates a chapter of her book 'Follow Every Rainbow' to Deepa and Lumière. The company enters adulthood, and they facilitate change management for Lumière. The introduction of the Gallup Strengths to the portfolio is a game changer. A revamp of the technological infrastructure ensues, giving way to an articulation of Lumière 3.0.