A need is a feeling of deprivation, of lack, parallel to the notion of desire, which the individual seeks to eliminate through the consumption of a good.
It is an expressed or latent demand, of an individual or collective nature. Needs are at the very heart of economic activity since their existence is the raison d’être of production.
Maslow, an American personality specialist, believes that it is not only social needs that are at risk of being frustrated at work, but a whole hierarchy of needs, whether they are instinctive, physiological, cultural, psychological, or social.
This hierarchy, commonly presented in the form of a pyramid (see below), has five levels, with a higher-level need only beginning to be perceived when the lower-level needs are reasonably satisfied.
This approach to needs has been widely disseminated in the field of human resource management, but also in marketing as a tool for analyzing consumer behavior.
What is Maslow’s Pyramid?
Maslow’s Pyramid is a theory of motivation that classifies human needs into five distinct levels. According to Maslow, each level must be satisfied before moving on to the next level. This theory assumes that individuals are motivated by the search for satisfaction of the most basic needs before pursuing higher needs.
Maslow’s Hierarchy of Needs
Each of the five levels includes a number of elements that motivate people at work:
Physiological Needs:
These are the primary needs for Maslow, based on the idea of the inner balance of Man, and which impose the priority of satisfying them, regardless of their cultural and social level. It can be summarized as: drinking, eating, sex, resting, breathing, etc. This explains why the category of physiological needs is a fundamental step that requires satisfying them before moving on to other higher needs.
The truth is that physiological needs differ in terms of importance, they are an end in underdeveloped societies, and their ambitions are limited to the priorities of life, compared to other societies that consider them as the first level of needs, in order to finally satisfy other desires more important than the previous ones.
Safety Needs:
After physiological needs are saturated in a satisfactory way, the individual moves on to safety needs, which are to ensure the life of the individual and protection against any risks or accidents, since they prefer to work in a stable environment.
The need for security can be summed up in the provision of material elements that protect the individual against physical or moral damage and that generate a feeling of stability and security.
The individual’s sense of not providing this protection will negatively reflect on their performance in their work. Therefore, companies must offer employees the satisfaction of salary and security needs in order to improve their motivation systems.
For Maslow, security is limited to the guarantee and protection against physical damage and illnesses associated with human health and economic disasters (e.g., crises, loss of income…).
Love and Belonging Needs:
When the first two needs (physiological and safety) are satisfied, comes the need for belonging as an effect on human behavior. It is the desire to live with others, because Man is social by nature. They must feel that they are part of a group and be in contact with others.
Therefore, it is necessary to give employees the opportunity to interact with each other and to work as a team and to provide a better social climate within the organization.
Companies can also motivate employees through a good social climate and by organizing social events.
These needs also include social needs outside of work (such as spending time with family and friends…).
These needs must be met through leave, organization of working time, etc., so that the employee does not return home just to rest.
Esteem Needs:
This is the need for respect and esteem by others and recognition of the effort made by the individual and also their sense of self-confidence, power, ability, and effectiveness.
After the satisfaction of basic and safety needs and social needs, the person seeks to be esteemed by those around them and seeks to have success and obtain a privileged position.
Therefore, valuing the efforts of workers and rewarding them financially and morally is one of the motivating factors, and to satisfy this desire, the individual must contain real aspirations, and they must know their duties to gain the respect of others.
Self-Actualization Needs:
The appearance of self-actualization needs only comes after the satisfaction of other fundamental needs. This need for Maslow is the individual’s desire to become more distinct than others.
The need for self-actualization is the desire to achieve the goals set.
Criticisms of Maslow’s Pyramid
Several authors have criticized Maslow’s theory. They have considered that the priority of needs varies from person to person. In addition, there is a lack of sufficient research and evidence to support the pyramid of needs.
Certainly, the mechanistic approach of the pyramid is questionable. On the one hand, an individual does not necessarily have needs hierarchized in this way and may feel different needs even before some are properly satisfied.
On the other hand, Maslow underestimates the fact that a need changes as it is satisfied and the impact on motivation of a higher level of satisfaction can become low or even nil.
That said, the interest of Maslow’s analyses in the dominant Taylorist-Fordist context was to show that, from an adequate level of satisfaction regarding primary needs, man no longer functioned with the carrot and stick.
To motivate him, the organization must meet his higher-level needs. We can clearly see the limits of all possible attempts at incentives and motivation that companies offer to employees confined to jobs with poor content and low levels of responsibility.
From a certain point on, motivation can only be sought through a questioning of the organization and the very content of work: this is what Herzberg will highlight even more clearly.
Application of Maslow’s Pyramid in Daily Life
At work:
At work, managers can use Maslow’s Pyramid to motivate their staff by meeting their individual needs. Offering competitive salaries and safe working conditions satisfies safety and physiological needs, while professional development opportunities meet self-fulfillment needs.
In personal relationships:
In personal relationships, understanding the needs for belonging and love can strengthen bonds between individuals. Expressions of affection, listening, and empathy can help meet these emotional needs.
In advertising and marketing:
Marketers often use Maslow’s Pyramid to create targeted advertising. By understanding which needs are most important to their target audience, they can design campaigns that elicit emotional engagement.
The Continued Relevance of Maslow’s Pyramid in the Modern World
Despite the criticisms, Maslow’s Pyramid remains a relevant theory for understanding human motivation and behavior. In a modern world where needs are constantly evolving, Maslow’s Pyramid reminds us of the essential aspects of our human condition.
Conclusion
Maslow’s Pyramid offers a fascinating insight into human psychology and motivation. This hierarchical theory of needs has the capacity to help us better understand ourselves, motivate others, and create environments that are more conducive to personal growth. By keeping the five levels of needs in mind, we can envision a more balanced and satisfying life.
FAQs (Frequently Asked Questions)
Q: Does Maslow’s Pyramid apply to all cultures?
A: The relevance of Maslow’s Pyramid may vary across cultures, but some basic needs are universal.
Q: Do all individuals reach the level of self-actualization?
A: Reaching the level of self-actualization depends on opportunities, individual abilities, and life circumstances.
Q: How has Maslow’s Pyramid influenced the field of marketing?
A: Maslow’s Pyramid has been used to create targeted advertising by understanding the needs and desires of the target audience.
Q: Can we skip levels in Maslow’s Pyramid?
A: Yes, it is possible for some individuals to skip levels of Maslow’s Pyramid depending on their life experiences and priorities.
Q: Does Maslow’s Pyramid apply only to individuals or also to organizations?
A: Maslow’s Pyramid can be applied to individuals as well as to groups, including organizations, to understand the needs and motivations of members.
