Where Do You Fall on the Hierarchy?
Sure, most of us have all heard about Maslow's Hierarchy of Needs: physiological, safety, belonging, self-esteem, and self-actualization needs. Usually we think about it in terms of science and psychology, but we don't normally consider the everyday implications of the theory. In reality it is used everywhere, especially in marketing. That commercial you saw about health insurance? Safety. That Coca-Cola commercial with a group of friends hanging out sharing a drink together? Belonging. The hierarchy of needs falls in, well, a hierarchy where one level can not be addressed unless the prior levels have been satisfied.
The first level is physiological. Those are the fundamental needs that we all have that will keep us alive: food, water, shelter, sleep, etc. These are the needs that we seek to fulfill before anything else. When marketers choose to target this need, they emphasize how important their product or service is to your basic necessities and instincts. A lot of times this will focus on the basic necessities such as how filling their food is, how pure and hydrating their beverage is, or how much better your sleep will be with their mattress.
Once the first level has been satisfied, we begin working on fulfilling the second level: safety. This focuses on ensuring that we feel protected and secure. While it may seem that safety would fall under a physiological need, it is actually quite separate. If you are living in a situation where you have no food, then your main thought is on where your next meal will come from and not on where you will sleep that night. Marketers target those seeking to fulfill this level by focusing on the safety and security of products. Many companies will even play on a consumer's fears by talking about the negative things that could result from not using their product or service, such as the the financial whoas that could occur from not purchasing their car insurance and having a car accident.
Belonging is one of the most important needs. Humans are social creatures, whether you feel you are or aren't a social person, you still rely on interaction as a huge part of your life. This is the level of need that depends on how accepted and loved you feel in your life. Many different products focus on this need. Anything from deodorant to social venues like bowling or skating. While many may view hygiene products as being a necessity, that isn't the case because they don't actually make the difference between life and death, in most cases like with deodorant and shampoo. The reason that we use products like these is because we are concerned with the way that other people will perceive us. Similarly with entertainment and social venues. Many of us would be very apprehensive to go bowling or out to dinner at a nice restaurant by ourselves because we are afraid of looking lonely, or maybe it's merely because these sorts of activities aren't nearly as enjoyable without someone with us. Either way you look at it, we crave the company and feeling of being loved and accepted by other people. Companies play on this need a lot in advertisements. A commercial may depict a group of peers bonding over a product, or claiming that a certain product or service will draw the attention of the opposite sex.
After we feel that we are loved by other people, we begin to focus on our perception of ourselves: self-esteem. At this level we begin to focus on feeling good about who we are and building the internal and external environment we desire. A lot of times this can include building a certain lifestyle or image that appeals to us. Marketers are able to target this level with luxury items such as cars and jewelry. This is when we start to "treat" ourselves because we feel we deserve it. We start to purchase the better versions of products, like higher end makeup and education. Companies see this as an excellent marketing opportunity. Companies that sell higher end products will be able to appeal to our esteem by telling us how how good we will feel about ourselves by using their product or service.
Once our physiological, safety, belonging, and self-esteem needs are met, we begin to focus on our final and most subjective need. Self-actualization is the need to fulfill our greatest potential, and becoming the best version of ourselves. This ideal can differ from person to person. That is why for marketers this can be the most difficult need to fulfill. However, companies are still able to appeal to this need by encouraging self-growth such as education, spirituality, and bettering your skills in certain areas. Marketers can also use tactics claiming that their product or service will make you "the best mom ever," "the best musician you can be," or the U.S. Army's "army strong" motto, which focuses on fulfilling a greater purpose.
One of the most important things about being a marketer is understand your product and your consumer's needs. Once you know what your market's needs are, you will better be able to communicate your product or service in a way that will better appeal to them. Maslow's Hierarchy of Needs isn't exclusively for psychologists. It plays a huge role in understanding consumers and know how to fulfill their wants and needs. We all fall on the hierarchy. Do you know where you fall?
The first level is physiological. Those are the fundamental needs that we all have that will keep us alive: food, water, shelter, sleep, etc. These are the needs that we seek to fulfill before anything else. When marketers choose to target this need, they emphasize how important their product or service is to your basic necessities and instincts. A lot of times this will focus on the basic necessities such as how filling their food is, how pure and hydrating their beverage is, or how much better your sleep will be with their mattress.
Once the first level has been satisfied, we begin working on fulfilling the second level: safety. This focuses on ensuring that we feel protected and secure. While it may seem that safety would fall under a physiological need, it is actually quite separate. If you are living in a situation where you have no food, then your main thought is on where your next meal will come from and not on where you will sleep that night. Marketers target those seeking to fulfill this level by focusing on the safety and security of products. Many companies will even play on a consumer's fears by talking about the negative things that could result from not using their product or service, such as the the financial whoas that could occur from not purchasing their car insurance and having a car accident.
Belonging is one of the most important needs. Humans are social creatures, whether you feel you are or aren't a social person, you still rely on interaction as a huge part of your life. This is the level of need that depends on how accepted and loved you feel in your life. Many different products focus on this need. Anything from deodorant to social venues like bowling or skating. While many may view hygiene products as being a necessity, that isn't the case because they don't actually make the difference between life and death, in most cases like with deodorant and shampoo. The reason that we use products like these is because we are concerned with the way that other people will perceive us. Similarly with entertainment and social venues. Many of us would be very apprehensive to go bowling or out to dinner at a nice restaurant by ourselves because we are afraid of looking lonely, or maybe it's merely because these sorts of activities aren't nearly as enjoyable without someone with us. Either way you look at it, we crave the company and feeling of being loved and accepted by other people. Companies play on this need a lot in advertisements. A commercial may depict a group of peers bonding over a product, or claiming that a certain product or service will draw the attention of the opposite sex.
After we feel that we are loved by other people, we begin to focus on our perception of ourselves: self-esteem. At this level we begin to focus on feeling good about who we are and building the internal and external environment we desire. A lot of times this can include building a certain lifestyle or image that appeals to us. Marketers are able to target this level with luxury items such as cars and jewelry. This is when we start to "treat" ourselves because we feel we deserve it. We start to purchase the better versions of products, like higher end makeup and education. Companies see this as an excellent marketing opportunity. Companies that sell higher end products will be able to appeal to our esteem by telling us how how good we will feel about ourselves by using their product or service.
Once our physiological, safety, belonging, and self-esteem needs are met, we begin to focus on our final and most subjective need. Self-actualization is the need to fulfill our greatest potential, and becoming the best version of ourselves. This ideal can differ from person to person. That is why for marketers this can be the most difficult need to fulfill. However, companies are still able to appeal to this need by encouraging self-growth such as education, spirituality, and bettering your skills in certain areas. Marketers can also use tactics claiming that their product or service will make you "the best mom ever," "the best musician you can be," or the U.S. Army's "army strong" motto, which focuses on fulfilling a greater purpose.
One of the most important things about being a marketer is understand your product and your consumer's needs. Once you know what your market's needs are, you will better be able to communicate your product or service in a way that will better appeal to them. Maslow's Hierarchy of Needs isn't exclusively for psychologists. It plays a huge role in understanding consumers and know how to fulfill their wants and needs. We all fall on the hierarchy. Do you know where you fall?
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