15. Why Marketing needs Maslow?
Exploring the Intersection of Human Needs and Marketing Strategy
81 years ago, psychologist Abraham Maslow, in his paper "A Theory of Human Motivation," introduced the profound concept of a hierarchy of needs. An idea with enduring relevance in marketing for being a universal framework for understanding human motivation
Every product serves to fulfill a need at some stage of this hierarchy:
1. Physiological Needs (Basic needs for survival and health)
What it means: The most basic needs for survival, such as food, water, warmth, and rest.
Which products likely fit here: Groceries, water bottles, comfortable mattresses
What is the typical marketing message: Products or services that address these needs are marketed as essential and indispensable. The emphasis is on reliability, availability, and the essential nature of the product
2. Safety Needs (Security, safety)
What it means: The need for security, safety, and stability in one's environment and health.
Which products likely fit here: Insurance, health supplements, home security systems, cars with advanced safety features
What is the typical marketing message: Products or services that address these needs highlight the security features, reliability, and trustworthiness.
3. Love and Belonging Needs (Relationships, love, and belonging)
What it means: The need for interpersonal relationships, love, affection, and belonging.
Which products likely fit here: Social media platforms, communication tools, or community-based services (like clubs or membership programs)
What is the typical marketing message: The focus is on creating a sense of community, family, or belonging around a brand or product. Social media, customer clubs, and loyalty programs can be effective.
4. Esteem Needs (Esteem, respect, status)
What it means: The need for self-esteem, respect, status, recognition, strength, and freedom.
Which products likely fit here: High-end brands, luxury goods, exclusive services, or anything that offers recognition and respect (awards, certificates) cater to this stage.
What is the typical marketing message: Products that cater to esteem needs are often marketed as luxury or premium, offering consumers a sense of status or achievement. Brands may use endorsements, exclusivity, or highlight the superior performance of their products to appeal to these needs.
5. Self-Actualization Needs (Achieving one's full potential)
What it means: The desire to achieve one's full potential and engage in activities that lead to growth, fulfillment, and self-realization.
Which products likely fit here: Educational platforms, creative tools, travel experiences, and personal development courses.
What is the typical marketing message: These products may be positioned to enable new skills, hobbies, or adventures. Messaging often emphasizes self-improvement, personal achievement, and the pursuit of passions.
For products within the same category,
the hierarchy of needs can create brand differentiation by positioning them at different stages. A typical example of automobiles is illustrated below -
Deciding which stage of Maslow's Hierarchy of Needs your product should be positioned requires a thoughtful analysis of its features and core consumer benefits. Here are steps to follow to position your product within the hierarchy accurately:
Customer Research: Conduct surveys, focus groups, or interviews to understand how customers use your product and what benefits they derive from it.
Competitor Analysis: Look at how similar products are positioned. Understanding the market landscape can help identify gaps or opportunities for positioning your product within a specific hierarchy stage.
Benefit Segmentation: Break down the product’s benefits into categories corresponding to Maslow’s needs. This helps you identify your product's most prominent value proposition.
Align with Brand Values: Ensure the product's positioning aligns with your brand's overall values and mission. This coherence is crucial for building a strong, unified brand identity.
Experiment with Messaging: Test different marketing messages that target various needs within the hierarchy to see which resonates most with your audience. This can be done through A/B testing in advertising campaigns.
By aligning marketing strategies with these fundamental human needs, brands can effectively position themselves in the market and connect more deeply with their customers. This approach helps in understanding what drives consumer behavior and crafting messages that resonate with the core desires and motivations of the target audience.