By: Dave Timothy, Managing Director at Robot Food

When Swiss psychoanalyst Carl Jung first coined the term archetypes in his 1919 essay Instinct and the Unconscious, he could never have foreseen that today, his ideas would be applied just as readily to oat milk as to academia.

In the simplest of terms, Jung set out 12 “persona” archetypes, such as the Hero, Jester, Everyman, and the Caregiver, to explain his theories about the collective unconscious.