Back in 1943, Abraham Maslow, an American psychologist and one of the founders of humanistic psychology, presented his hierarchy of human motivation to the world. It was called Maslow’s pyramid of needs. It is built on five fundamental categories and still remains generally accepted around the world. Let’s take a closer look at this theory and evaluate how much it can be applied today in marketing, management, and HR.

Abraham Maslow and his theory

Abraham Maslow became one of the most important figures in the psychology of the twentieth century. His main merit was the founding of humanistic psychology. This approach to psychology is based on the study of the human nature of aspirations and self-realization. Unlike other schools, it does not emphasize the manifestations or negative aspects of behavior.

Maslow is rightly considered the “father of humanistic psychology” because of his interest in studying what makes people happy and motivated. Thus, when in the 1940s the scientific environment of that time was a complex of behaviorism and psychoanalysis, which focused on external behavior and unconscious motives, Maslow decided to delve into the complexity of simple natures. His theory was intended to complement science by showing that humans are developed not only with basic instincts but also with a desire for development.

The psychologist’s main focus was on the study of man as a person. Unlike Sigmund Freud, who focused on conflicts and the subconscious, Maslow assumed that people naturally prefer kindness and harmony. He closely watched the emergence of people like Albert Einstein and Eleanor Roosevelt and looked for commonalities in their thinking and behavior. The psychologist concluded that their actions were aimed at achieving higher goals that took into account their basic needs. This became the basis for the development of Maslow’s theory.

The essence of the theory of needs

Maslow’s theory of needs is based on five stages: basic, safety, love, respect, and self-actualization. Starting from the basic level, a person can move up a step only when he or she feels satisfied with the fulfillment of previous needs. They can also go down to the first level if they lose this feeling.

According to the theory, a person will not strive for creative expression if he or she is hungry or in a dangerous environment.
Maslow believed that the model is applicable to all people, regardless of their culture or background. But still, not all people strictly adhere to the principles of the theory. Some pursue higher goals despite the dissatisfaction of some basic levels. Here, perhaps, we can already say that the theory is not entirely applicable to society as a whole.

How did the image of the pyramid of needs come about?

Maslow first published his theory in the article “The Theory of Human Motivation” in 1943. But it was presented more as a point of view. And in 1954, it was presented to the world in the book Motivation and Personality. Interestingly, these works do not mention pyramids as a visual element. Maslow described the hierarchy in the form of a text, where the levels of the models were presented in a progression, starting with basic needs.
The representation of the hierarchy in the form of a pyramid developed after the publication of Maslow’s work. The concept was simplified and adapted for ease of understanding and application, especially in educational and business circles.

Why the pyramid?

Because it is:

• simple and clear – the figure clearly reflects the gradual idea of moving from the lower levels (basic needs) to the top (self-realization);
• an opportunity to reflect – the narrow top symbolizes a smaller share of people who reach it;
• universality – the pyramidal structure helps to simplify complex psychological concepts;
• Aesthetics and memorability – visual images are easier to perceive, especially in educational materials.

Maslow’s pyramid quickly came into use. Despite the fact that the psychologist himself never used it, many educators, psychologists, and book publishers popularized this visual for greater clarity. It was the followers who became its authors. The pyramid first appeared in educational materials in the 60s and 70s.

Levels of needs in Maslow’s pyramid

Maslow’s five levels of needs:
1. Physiological basic needs. These are the things a person needs to survive: food, water, sleep, air, heat, etc. They are the basis of any human existence.
2. The need for security. This includes physical, financial, and psychological stability. People want to live in a safe environment, protected from threats and risks.
3. The need for things and love. People need social connections: friendship, family support, love.
4. The need for respect. There are two parts to this:

• Self-respect is self-confidence and self-esteem.
• Recognition of others – respect from colleagues, praise, status in society.

5. Self-realization. This is the highest need associated with the disclosure of abilities, creative and intellectual sphere, and achievement of just goals.

In 1970, Abraham added three more levels to his theory. They were cognitive, aesthetic, and transcendental needs. It is also believed that the psychologist added self-excellence as the highest level of self-realization. But both nuances remain controversial.

Application of Maslow’s theory

The theory proposed by Abraham Maslow has found wide application in various fields: from marketing and management to psychology and social policy. Let’s take a look at how each level of needs is used in management and marketing.

Using Maslow’s theory in management

In management, the theory helps managers understand employee motivation, build team behavior, and create conditions for each employee to unleash their abilities. And although there are several gradations in motivating subordinates today, working with Maslow’s pyramid can bear fruit. Let’s look at the specifics of each level:

1. Basic

They need a salary that allows them to cover their basic living expenses. The employer must provide comfortable working conditions: safe and secure workplaces, breaks, access to water and food. If these needs are not met, employees’ motivation decreases, regardless of additional bonuses.

2. Security.

Such employees value companies that provide employment contracts, medical care, and pension programs. It is also important to provide protection in the workplace, whether it is external security at the production site or information security in the office.

3. Affiliation

Many people want to feel part of a team. To achieve this, management uses team building, corporate events, and maintaining a friendly atmosphere.

4. Self-respect

At this stage, a person seeks respect, recognition of achievements and career growth. There should be systematic motivation, which includes bonuses, awards, public achievements and opportunities for professional development. Praise for completed tasks and the provision of responsible projects also increase the self-esteem of such employees.

5. Self-actualization

This is a higher need that is linked to employees’ desire to grow, unleash their talents, and achieve personal goals. Managers can support this need by participating in training and innovation projects, developing skills and autonomy in the performance of tasks.

Working with different levels helps managers adapt to different personalities in the team.

Maslow’s Pyramid in Marketing

Maslow’s theory helps marketers understand consumer motivation and effectively build a promotion strategy. Each level is directly related to what goods and services consumers choose and how they respond to marketing messages:

1.First level: basic

Basic items, such as food, water, sleep, and warmth, are the foundation of human life. For example, food advertising emphasizes its freshness, naturalness, and nutritional properties. Water is positioned as a means of quenching thirst and restoring energy. Brands often use visual images to evoke a sense of shame for neglecting them.

2. Second level: security

Security includes physical and financial stability. Brands of insurance companies, drug manufacturers, or security systems constantly influence customers through them. For example, insurance companies are built on the slogan “Be confident in the future.” And products for children, such as diapers or food, pay special attention to health and protection.

3. The third level: belonging

This level of desire is to be part of a group, find love and start a family. Marketing campaigns at this stage draw attention to the creation of communities. For example, clothing brands such as Nike talk about how their products are made by sports enthusiasts around the world. Social networks also enhance the delivery of effects through animation in the brand community.

4. Fourth level: self-affirmation and significance in society

The need for social acceptance is often used by brands with premium products in their advertising campaigns. Car brands such as Mercedes-Benz or BMW focus on the status and success of their owners. Symbols of luxury and personalization play an important role.

5. The fifth level: self-realization

Here, the user is looking for inspiration, new challenges, and the opportunity to unleash their potential. Brands that focus on self-expression, development, and social mission develop at this level. For example, Apple promotes its devices as a tool for creativity and an educational platform. They talk about how their methods help to achieve career goals.

Marketing messages adapt to the level of mood, and are perhaps more dynamic than Maslow’s theory itself. Creative advertising plays with the senses to evoke emotional attachment in the consumer and convince them that this particular product will fulfill their needs.

Impact on business and human resources management

Maslow’s theory has a significant impact on business and HR management. It helps to motivate employees, plan their career growth, and improve the corporate culture in the company. For business, the pyramid of needs helps to do more targeting, improve offers, and create an emotional attachment to the brand.
But remember, the model does not follow cultural, individual, and social traditions. For example, the order may be different in different cultures, and some people follow a higher baseline. Don’t just follow Maslow’s pyramid of needs. It is important to study and apply as many different teachings, theories, and hierarchies as possible to be more flexible in the process of applying them.

Criticism of Maslow’s pyramid

The theory itself was created by Maslow after observing a small number of people. As we have already written, among them were Albert Einstein, Eleanor Roosevelt and other prominent figures. Therefore, the entire doctrine can only be considered as a subjective and unreliable conclusion. Yes, it has become the basis for study and has given the world many new scientific works. But a theory can never be applied to the entire sample. Other psychologists and researchers in their more modern works do not confirm Maslow’s theory. But this may also be due to the general change in the world picture. People change, their values and attitudes change. Therefore, the psychologist’s conclusions are gradually becoming applicable to fewer and fewer people.

According to one research paper published in 2012, human needs are dynamic. This is not to say that to satisfy the need for self-actualization, it is necessary to close absolutely all previous levels. People may reach their peaks in a different order, or they may be influenced by environmental factors that affect their motivation.

Other work points to cultural bias. Representatives of different nationalities, castes, cultures, religions will have their own motivations for satisfying needs.
There have been many similar studies. Each of them tries to pull out different nuances. But the general framework of the pyramid is still in effect to this day.

The importance of Maslow’s theory in the modern world

In today’s world, where the role of a person is to achieve and develop, Maslow’s theory remains extremely relevant. In the context of globalization and rapid technological development, many people are looking for meaning in their lives, and the need for self-actualization has become especially pronounced.

People seek personal growth not only in their careers, but also in their relationships, hobbies, and self-knowledge. We are seeing an increase in interest in psychological trainings, courses on personal development, coaching, and skills development.
In recent years, there has been an increase in the popularity of psychology and psychotherapeutic practices that help people achieve harmony with themselves and unleash their potential.
However, it is important to remember that the pyramid is not universal and needs to be modified depending on cultural and social conditions.