Maslow Needs Marketing

What would it be worth to you if you could predict the buying trends over the next year? How about even the next few weeks? By using the principles of the Maslow hierarchy of needs, you can use the news to predict what your customers will be buying in the future.

Early in his career, Abraham Maslow noticed that certain things were much more important to have than others. For instance, water is more important to have than food. Because you would die of thirst within a few days, but most people would live over a month without food. On the other hand, you would die within a couple of minutes without oxygen. So, air is much more important than water.

You may be wondering what this has to do with marketing. Well, hang in there. When the reality hits you, it will be worth the wait.

Maslow also noticed that there was a regular order to needs that were added when people had enough of the basic necessities. The first level of needs he labeled as physiological (basic needs for body function) needs. When those needs were taken care of, people would then want to take care of safety needs.

Safety needs consist of things like a safe environment, protection and stable government. These are the needs that keep you having anxiety and fear.

The next level of needs are those dealing with love and belonging. These are things like friends, a life mate and children. But, if you lose your safety or your basic body needs, you may not worry about your family and friends until those needs are taken care of.

If your needs of love and belonging are met, you then would tend to try and get your needs for esteem met. These needs include such things as fame, recognition and reputation. These esteem needs include not only what other people think of you, but that you think of yourself.

The final level is different than the previous four. It involves the desire to 'be all that you can be'. This is the level where people try to maximize their potential. It is called the self-actualization level.

Now comes the payoff. How can you use this knowledge to predict buying patterns? Well, you may have already figured it out. If not, get ready for a big payoff.

As an example, think of the events of 9/11. On that day, the world changed. There was an immediate realization of the threat to all civilized nations. At that point, the needs on many minds were those primarily of safety.

You can probably think of what you would want to market because of that change. There would be a big demand on things that would improve people's safety. Demand for everything from training of security personnel to personal firearms increased.

Because of where the need for safety is placed in the hierarchy, there was no real change in the demand for food and water - or clean air for that matter.

However, consider what was not - in no way - on anyone's mind at that point. Things like art classes and even politics took a back seat to the basic need for safety.

By keeping track of current events and public opinion, you can predict to a great extent what people are going to be spending their time and money on. When things are going very well, they will tend to spend more money - sometimes huge amounts - on things higher up the pyramid.

So, here is the rule. When things are going bad. Market things in the layer of the hierarchy where people feel their need. When things are going well, put more emphasis on marketing things that appeal to the more self satisfying side of people.

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