So, let’s change the way we view Maslow’s pyramid model. Think of his hierarchy as more of a ladder. It’s likely that consumers are moving up and down its steps, responding to economic change, personal circumstances and other environmental factors. Explore those triggers. What’s making them move? How are their emotions and needs changing their behaviour and priorities?
Now Maslow’s model becomes a fluid tool that explores the changing needs of your target market – capable of revealing meaningful insight in real time.
Before Covid-19, you may have felt you knew your buyer personas, your existing customers and even your emerging target market. Seven months on and many consumers have shifted up or down the ladder. The pandemic has even taken some back down to their basic human needs – many consumers are looking to satisfy safety and social needs, with esteem and self actualisation taking a back seat.
Have your customers shifted? How well do your branding and products meet their needs now? Are you still relevant? How can you show empathy, solutions or innovation?
I think we’re ready to move on from the mints, lime cordial and PowerPoint animations. But Maslow’s Hierarchy of Needs still has legs – it helps remind us that all brands are here to satisfy a need and have a purpose. Developing your brand needs and purpose are the first steps to building successful brands. Check out our Brand Research methods and services for more details.