What compels consumers to buy, or not buy, a product? A Theory of Human Motivation by psychologist Abraham Maslow in 1943 offers us some clues.
According to Maslow, humans have five basic needs or unconscious goals that motivate behaviour: physiological, safety, belonging, esteem and self-actualization. In later years, Maslow added three need states: cognitive, esthetic and transcendence.
His theory is based on a hierarchy, often illustrated as a pyramid showing that each need must be satisfied in sequence before the next one comes into play. However, the hierarchical nature of the theory has been questioned by contemporary psychologists largely because every individual has a unique approach to prioritizing, pursuing, and fulfilling their basic needs.
Physiological needs
These are the physical necessities, the basic elements of life that enable us to survive: air, food, water, shelter, sleep. If any of these are lacking, humans cannot survive.
For those who are struggling to exist, their primary motivation would be to fulfil those needs by doing whatever is necessary. Luxuries are not an option.
Socially responsible brands can play a role in alleviating struggles for survival by providing access to nutritious food, water, and shelter.
Safety
In these uncertain times, threats to our security are numerous: high inflation, rising interest rates, the housing crisis, unemployment, political instability, and natural disasters, among others.
In an unsafe environment it’s natural to seek out remedies, consciously or unconsciously, that instil a feeling of security.
As much as a roof overhead, a line of credit and a child’s ‘blankie’ can create a safe environment, so too can comfort food and sustenance meeting the nutritional requirements to support physical and mental health. This includes special dietary needs that are medically necessary due to allergies or disease.
Belonging
We humans are social creatures for whom relationships and connections are paramount. There is an emotional need for bonding with family, friends, romantic partners and feeling like part of a group or community. It all boils down to feeling accepted and loved.
In the absence of a feeling of belonging, we search for other ways to fill the void. Hence, the prevalence of social media.
Marketers should be wary as social media can be an enabler or a bane, with negative aspects such as cancel culture and public shaming causing irreparable harm.
Sharing common likes, philosophies, thoughts, and feelings can create bonds. Similarly, food is sharable and advertising is rife with sharing occasions—be it chocolate, pizza or fries—that lead to a rewarding smile or hug. Does your brand provide opportunities for sharing and how can the experience enhance your customers’ need for belonging?
Esteem
With an inward focus on satisfying one’s self-image or ego, humans strive to gain respect, status, and recognition. By feeding the ego, people develop a positive image of themselves and feelings of self-worth and pride.
There are many routes to building self-esteem, among them:
• practising self-care, good nutrition, exercise and sufficient sleep;
• setting and achieving goals;
• earning rewards for accomplishments;
• volunteering to help the less fortunate; and
• attaining respect and status in the community.
To be enablers, brands can help consumers look and feel their best, raise their self-image, fulfil their aspirations and feel recognized, appreciated and respected.
Self-actualization
The ultimate basic human need is achieved by reaching one’s full potential, self-fulfilment, finding meaning and purpose, and a state of well-being. What role can brands play to help their customers achieve self-actualization?
The theory of human motivation adds a different dimension to marketing. A good understanding of motivation provides an opportunity to influence buying behaviour and gain customer loyalty.
As a CPG food consultant, Birgit Blain helps clients think strategically to build a sustainable brand. Her experience includes 17 years with Loblaw Brands and President’s Choice. Contact her at birgit@bbandassoc.com or learn more at www.bbandassoc.com.
This column was originally published in the June/July 2024 issue of Food in Canada.
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