Examples of Maslow's Hierarchy of Needs with Brands

I really wish that all pyramids were waffle pyramids. Of course, not everything can be sweet and delicious. Though, we could argue that not everything useful has to be sweet and delicious…but yes, I am digressing!

A pyramid of waffle would in fact only be related to what Maslow would call our "physical needs", or in other terms, the bottom of his pyramid. This pyramid is known as Maslow's hierarchy of needs.

What is Maslow's Hierarchy of Needs?

Maslow's HON is a motivational theory, usually used in marketing and consumer behaviour research. It delineated five different levels which are associated to human needs. Now, according to this theory lower (in order) needs need to be fulfilled before seeking to satisfy needs higher up in the hierarchy.

Those needs are physiological, safety, love and belonging, esteem, and self-actualization needs

Physiological needs are those needs that are basic, and human. Like for example eating.

Shelter, water, food, warmth, rest, and health are just a few of them.

In marketing photos, in their ads, and app, UberEats is able with photos and language to evoke hunger, or give customers the impression that through the app, their needs will be fulfilled.

Safety. Volvo

Safety needs are at the second level of Maslow's hierarchy of needs. The urge to feel safe and secure in one's life and surroundings is referred to as safety or security concerns. The demand for law and order, as well as protection from unpredictable and harmful situations, drives motivation.

In today's culture, there are several examples of safety requirements. A person's physical safety must be considered in order to attain stability and security. This entails finding shelter from the environment, dangerous situations, or health risks and illness.

Every vehicle brand would want to be called "the safest". But how good are they, really, in conveying this message? Well, let me tell ya, Volvo is pretty convincing.

Love & Belonging. Coca-Cola.

Love and belonging needs are at the third level of Maslow's hierarchy of needs. Humans are social animals that thrive when they are able to engage with others. The desire for friendship, closeness, family, and love is outlined at this level of the hierarchy. Humans have a need to give and receive affection, as well as to experience a sense of belonging in a community. Individuals may suffer loneliness or sadness if these requirements are not met.

Families, Christmas, communities. Their ads are known to show love and care between people, often with food, and some coke. Nope, not that kind.

Coca-Cola suggests that it will be able to bring people together. And you'll taste the feeling.

Self-Esteem. Dove.

Maslow's hierarchy of needs places esteem needs at the fourth level. A person's desire for recognition, prestige, and respect is connected to their need for self-esteem. After their love and belonging needs have been met, they attempt to meet their esteem requirements.

This line of ads for dove are attempting to make women feel beautiful, however flawed they may think they are. Of course, this will successfully place Dove in the mind of women that do not want to chase eternal youth and spotless beauty.

Self-Actualization. Tesla.

Self-actualization needs are the fifth and final level of Maslow's hierarchy of requirements. The achievement of one's full potential is referred to as self-actualization. At this level, people try to be the best version of themselves.

Well. I suppose Elon must feel pretty self-actualized. Dunno, I just feel it.

And having a Tesla (or owning Tesla stocks) has "actualized" many people during the last years. And why not? Don't we all want to be supa-cool, yet "green"?

Some Final Notes

When marketing a product, this theory may provide a successful tool for understanding consumer behaviours and market brands in ways that convince consumers of the fulfilment of their needs.

Naturally, like all theories, also Maslow's HON has its limitations. However, may still offer a great way to segment your consumers, and convey your message.

Further Readings and Resources:

https://www.youtube.com/watch?v=O-4ithG_07Q

https://www.simplypsychology.org/maslow.html

https://www.verywellmind.com/what-is-maslows-hierarchy-of-needs-4136760

https://www.youtube.com/watch?v=24qrwod2RsE&list=PLopkk-Dl--ti8qDIuV7suku_ObeM46WTm