Hierarchy of Needs
Have you ever considered Maslow’s Hierarchy of Needs?
Likely not. But your customers are when they make their purchasing decisions.
In 1954 Abraham Maslow first published his theory on how humans make choices. He established a hierarchy that stated that once our physiological needs were met – the absolute basics: breathing, food, water, sex, sleep, homeostasis, excretion; that we then moved up the pyramid and wanted make sure our safety was taken care of, then we could move to love and belonging, finally esteem and then self-actualization.
It turns out this is where are lot of us are at now and in North America particularly, consumer choices are being influenced by a different set of parameters. We’ve been able to put a roof over our heads, food on our table, we’re probably doing okay with the family, career, some money in the bank, and we’ve got some respect from our peers. So now what?
Well, we’re making our choices based upon how we can make a difference. Where will we choose to spend our money? We can buy two apples, one from New Zealand and one from BC. Do we choose the apple that had to be transported here at a huge cost to our environment, or do we choose to potentially spend a little more, and purchase from a local farmer and make a difference in our local community? Are you buying your coffee from Starbucks, or a local shop where you see the owner and the guy behind the counter knows your name? Cheapest grade or fare trade? Do you care if your runners were made by under paid workers in a sweat shop?
There are many recent examples of consumers making choices based on a different set of parameters.
The 100 mile diet. People are choosing to only eat food that has been grown within a close range to their home. www.100milediet.org
Slow food. Founded in 1989 to counteract fast food and fast life, and the disappearance of local food traditions. www.slowfood.com
Your customers are making these decisions when given the choice between your product or service and your competitor’s. Give them something else to consider. Being a good corporate citizen can make a difference. Let your customers know that your company is supporting charities and a contributor to the community. It is the little things that can make a big difference. And you will feel as good about it as your customers will.
