Maslow Hierarchy of Needs - time for a Comeback?
Most of us are likely familiar with the concept of Maslow's Hierarchy of Needs.
Often visualised in the form of a tríangle, this theory of human motivation from the 1940s suggests five levels of motivation, sequentially imagined, shifting from basic needs through psychological to self-fulfilment.
I'm not sure how many have actually used the model in practical research or marketing work - I haven't.
Mark Ritson certainly doesn't think much of it:
Seven signs of a s**t consultant/Marketing Week 2016
His take - throw out a consultant at the merest mention of the Maslow concept.
As the bi-annual QRCA/AQR global qualitative conference in 2018, Acacia Avenue scooped the best paper award with a critique of the model.
Their criticism as I recall it - for more advanced societies the model was dated, different needs had assumed greater importance, and a sequential rumbling from the bottom of the top of the pyramid didn't make sense.
So we've all moved on.
But have we?
COVID-19 and the great Maslow Re-Set?
The COVID-19 crisis has evoked many studies about human reactions. These seem to vary by geography and culture.
But one thing many "advanced" countries' reactions had in common during Wave 1 is: toilet paper.
This is the first category it seems where people in many many countries started panic shopping and bulk-buying on. Bottom of the pyramid stuff.
Wave 2 seems similar - anecdotally at least, I see many empty supermarket shelves where the loo rolls should be.
Hmm. Not so sophisticated after all, perhaps? And the role of cultural differences seems limited.
Re-Shaping Priorities
What does this tell us? That it doesn't take long and the citizens of civilised countries care more about their moments of abolution than being able to buy food and drink? Hygiene trumping hunger? Hmmm....
Perhaps when push comes to shove, our veneer of sophistication isn't very robust. Beneath the mask of civilisation resides a haunted face of people worrying about the next visit to the smallest room.
Time to build that into our marketing strategies, perhaps? Or better not even go there, so to speak....keeping it real has its limits ;)
If someone has researched this topic sensitively, please don't get in touch ;)
But maybe the next time Mr. Maslow comes in for a blasting, perhaps we can pause and think of loo rolls, however briefly.
Curious, as ever, as to others' thoughts.