Global Archetypes

If you know, you know.

Eight identity drivers that repeat across markets. Use them to test your strategy before you spend.
Archetypes are lenses, not labels.

Updated: Sept 2025

Image representing Community Anchor—mosque courtyard arches, institutional trust

Community Anchor

Trust through institutions and networks; credibility is earned through trusted sources, not claimed.

Where this shows up:
UK • US • France • Australia

Traditional textiles symbolizing heritage and continuity

Heritage Guardian

Innovation framed as continuity; respect ritual, elders, and family honor.

Where this shows up:
KSA • Türkiye • France

Minimal sculpture suggesting discipline and clear standards

Principled Achiever

Ambition with values; premium service and dignity without compromise.

Where this shows up:
KSA • UAE • Türkiye • UHNW

Close-up padlock symbolizing privacy and control

Privacy-Centric Consumer

Discretion and secure-by-design journeys outscore convenience or visibility.

Where this shows up:
UAE • UHNW

Wax seal on letter representing assurance and clarity

Certainty Seeker

Visible certification and plain-language terms remove doubt and drive choice.

Where this shows up:
UK • SEA • Australia • US

Hand using smartphone for everyday payments

Mobile-First Native

Social proof and one-tap checkout; speed wins, desktop-first loses.

Where this shows up:
SEA • KSA • UAE

Signing a petition—community advocacy and participation

Civic Ally

Ethical consistency and real representation matter more than slogans.

Where this shows up:
US • UK

Fridge magnets—home decisions and family priorities

Family Decision-Maker

Household CFO; evening service and modest, family fit drive loyalty.

Where this shows up:
KSA • UK • Australia