Maslow Died in 1970, But He Still Knows More About Why People Buy Than You Do

We all know Maslow’s hierarchy: start with the basics like food and safety, and build up to higher desires like friendship, creativity, and everything that makes life worth living. Yet, even 80 years after Maslow broke down human motivation, most marketers still don’t get it. In 2016, Bain & Company used his framework to show which elements of value shift consumer behavior from “I need this product” to “I want this brand.” The problem? Too many brands are still stuck at the bottom, obsessing over functionality and calling it a day. Ask yourself: if your product disappeared tomorrow, would your customers even notice, or just move on?

Take Apple: they’re not just selling phones–they’re selling the blue text bubbles that make users feel exclusive. Jeep isn’t just a car; it’s a culture, complete with its own “duck, duck, Jeep” game. These brands start with functionality but climb higher, fulfilling consumers’ emotional and life-changing desires.

Meeting functional needs is just the buy in–if you want to win, aim higher. Be more than just another product; be the one they value more than all the rest.